EasyJet, a European low-cost airline, has been utilizing an MROC that has 2,000 customers since 2008. The community is queried about a variety of issues, including concept screening, product development, and overall customer experience.
According to Sophie Dekker, EasyJet’s customer research manager, they have been able ‘‘to conduct more research, for more areas of the business, in a faster time frame but within the same budgetary constraints.’’18 Similarly, Godiva Chocolate used a sample of 400 chocoholics,
all women, to help them understand what kinds of products and promotions would help
them sell their premium chocolate in a difficult economy. The community helped Godiva
to focus on baskets of chocolate priced $25 or less and to develop a heart-shaped lollipop
for Valentine’s Day that sold for $5.50.
Godiva’s participants are passionate about chocolate; they are often logged on to the community every day and participate for monthly gift
certificates worth $10