|
|
 |
Online qualitative research typically involves individual interviews and
groups that take place on special websites designed for this specific purpose. They are secure and password-protected, so
only invited respondents can participate. Clients can observe the proceedings without respondents knowing and can provide
feedback to the moderator, just like in a traditional focus facility.
The most common benefits and key features of online qualitative research include:
|
|
Hard-to-reach
respondents — online techniques can be more successful at gaining participation from difficult-to-reach decision
makers such as high-level executives, physicians, frequent travelers, outside sales forces, nursing mothers, people with certain
medical conditions, etc. Participants can join in the discussion from the convenience of their own home or office and, in
some cases, at any time day or night convenient for them.
|
|
|
Geographic
diversity — to include different geographic areas, instead of traveling to multiple markets
like with traditional focus groups, online qualitative research can include respondents from all over the country, even
from all over the world, in the same group.
|
|
|
Low-density
populations — online techniques allow qualitative research to be conducted from among extremely small populations
that cannot be convened in one physical location for a traditional focus group because there may be only a handful in any
given market. Likewise, a company that provides a high-level business-to-business product or service may have only a short
list of client companies and can use online techniques to conduct qualitative research among clients.
|
|
|
High
response rates — online qualitative research often yields good response rates, even as telephone response rates continue to decline.
|
|
|
Respondent balance —
traditional focus groups can present the challenge of getting equitable participation from all respondents, with some tending
towards a dominant stance and more shy respondents hesitating to contribute. While these personality differences can
be dealt with effectively in person by a skilled moderator, online qualitative techniques make it more difficult for dominators to
assert themselves so strongly and also affords a sense of anonymity that can allow timid respondents to feel more comfortable and forthcoming.
|
|
|
More
thoughtful responses — although online qualitative often has less respondent interaction than with traditional
face-to-face methods, participants can put more thought into their comments since they must type their remarks, often
going into greater detail and explanation.
|
|
|
Multimedia
options — online qualitative research can display graphics and can stream audio and video to
show a product demonstration or to test product design, features/attributes, package design, TV and radio commercials, website
designs, etc.
|
|
|
Instant
feedback — clients receive feedback instantly by observing the discussion online. During the session, clients
can send and receive private messages online to each other and with the moderator, without interrupting the group dynamic.
In addition, transcripts are immediately available.
|
|
|
Cost and
time savings — clients can save travel costs and time commitments from traveling required to observe traditional qualitative
research, logging in to the online research while remaining productive and focused on other responsibilities the rest of the
day.
|
Types
of Online Qualitative
|
There are two
general types of online qualitative, real-time and asynchronous. Either can be used for individual interviews or for groups.
Real-time online qualitative, as the name suggests, is conducted live,
with a moderator and one or more respondents interacting in real time. As an analogy, think of an online "chat" room.
Asynchronous online qualitative, on the other hand, is conducted over an
extended period of time, with respondents able to log on to a bulletin board format and post comments at times convenient
for them. As an analogy, think of an online forum.
Each type of online qualitative has its distinct uses and advantages:
Real-Time Online Qualitative
|
Asynchronous Online Qualitative
|
|
|
More like an in-person focus group,
just conducted online
|
|
More of a new methodology designed from the ground up based on the features and benefits
of the online environment
|
|
|
|
|
Respondents log in to participate at their convenience, not necessarily at the same
time
|
|
|
|
|
Like an online forum or discussion board
|
|
|
Occurs at a set start time with a set end time
|
|
Occurs usually over several days but can be over
weeks or even months
|
|
|
More fast-paced, quicker turnaround time
|
|
Extended timeframe allows respondents to participate at their own pace
|
|
|
Good for generating top-of-mind feedback, first impressions, gut reactions
|
|
Good for generating depth and detail
of answers, thoughtful and thorough, as respondents have time to reflect on their answers
|
|
|
 |
(c) Copyright 2001-2008 Next Level Research. All rights reserved.
|
 |
|
|
 |
|
|
 |
|
|
|
|
|
|
 |