Online Qualitative Research
With over 68% of US households wired to the internet, 50% with high speed connections, the use of online methods to conduct qualitative research is gaining in popularity. Make the most of your research dollars by using these techniques to connect with your target audience quickly and establish a good rapport that generates "real life" opinions.
Methodologies
- Virtually Live! a "focus group" discussion taking place in a virtual environment over a period of 1-2 hours. Recruited respondents log on to a secure site to participate in the discussion. Identification is verified through government issued ID and webcam technology
- Opinion Tracker: group discussions that take place over a period of time (from 3-5 days to 6-9 months). Respondents are asked questions at set intervals and have a specific time frame to respond. Probes provided by the moderator elicit group discussion as the research continues
- Online Journal: respondents self report on a series of predetermined questions over a set amount of time. This technique is similar to consumer homework, however the research team is able to view participant entries immediately vs. waiting until the end of the study
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True Perspective or E-nography: Equipped with a miniature digital video camera, respondents complete a series of assignments, uploading their videos to a secure website. The research team is able to view, rate, tag and comment on the submissions. This tool is often used in conjunction with our facilitated online discussion groups.
Benefits of Conducting Online Research
- An easy, low-cost solution to gain a quick understanding of consumer perception around brand image, product attributes, messaging, etc.
- Participation in a blog is not limited to geographical location. Respondents and researchers alike have 24/7 access to the blog and are able to post their comments when it is most convenient
- Saves on time. Multiple groups can be conducted simultaneously, allowing research teams to conduct global research initiatives in the space of two weeks, rather than two months
- Maintains anonymity among respondents. Participants are able to share their full, honest opinion from behind the privacy of a computer keyboard
- Provides instant access to the moderator for the research team. Clients are able to suggest probes and update questions as the discussion is developing
- Transcripts are available at any time during the discussion and can be printed and reviewed by the research team to aid in insight analysis