Qualitative online methods
Discover the needs of your target group and anticipate innovations with online diaries, forums, chats and the community-approach.
Innovative online methods, such as online diaries, forums or chats, complete our portfolio in the field of the qualitative market research. You can employ single modules, all the modules and/or in combination with our classic offline methods such as ethnography, one-to-one interviews, group discussions or creative workshops specifically tailored to your needs. The community-approach (a combination of different web 2.0 tools) is particularly suitable for the generation of deep insights.
Our tools for the qualitative online research are:
Each module sheds light on different aspects of the research question, therefore the combination of elements can produce complex, invaluable insight.
For each tool, all participants have the possibility to upload and present multimedia contents (e.g. as an incentive/stimulus but also as part of an answer through the test persons).
Recruitment and motivation of participants
Since many of the online methods, in particular the community approach, last for several days and weeks, the process of selecting participants is vital for the successful running of a project, and therefore in obtaining meaningful insights. The aim is to keep the participants highly motivated throughout the period of the study to encourage them to actively take part in it.
For this purpose we have developed a multi-step and multidimensional screening process, which takes into account the dimensions of creativity, openness, presumption and involvement, thereby creating the conditions for highly-motivated participants. By using different methods, the creativity and motivation of participants can be stimulated specifically.
The recruitment can be carried out through different sources, such as online using our panel, offline though test studios or with the help of your client data.
Advantages of the online methods
Besides being highly flexible and fast at producing data, other advantages include:
- The process is interactive and gradual, leading to a deeper understanding
- A combination of different methods can be used to gain holistic insights
- Processes can be monitored on a longer time scale
Possible areas of application
- Basic studies
- Usage & attitude
- Touchpoint analysis
- Purchase decision process
- Brand experience
- Innovations and product development (e.g. rapid prototyping)
- Communication (overall perception and concept acceptance)
The areas of application depend primarily on the corresponding cognitive interests. Also for this reason, combinations with offline methods can be meaningful. We will be glad to advise you!
We would be happy to present personally to you the key findings of our case study “Kommunikation 2020”, which used the community-approach.
