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24/7 dialogues with customers in a community? Yes, we can! (by Tom De Ruyck and Anouk Willems), presented at the ESOMAR CEE Research Forum in Prague (CZ) on Monday March 18, 2013. In a research world where questionnaires of more than 20 minutes are considered to be ‘not done’ and consumers are increasingly less inclined to participate in research projects, it is almost a paradox that one would think about long-term dialogues with one’s customers in an online community. It is possible, however! In this interactive session, the ‘wow’ and the ‘how’ of Market Research Online Communities, the rising star of online qualitative research, is illustrated.