Online qualitative research methods

The various different methods

• Live online focus groups• Bulletin board focus groups• Market research online communities• Qualitative research panels• Diaries, blogs and journals• Individual depth interviews

How these methods work

• Questions are posted and responses given in writing (rather than verbally or via webcam)

• Usually both researchers and participants can upload images, videos or other files as part of their questions or answers

• Typically it is possible for observers to login to view the research in real-time or retrospectively

• Participants are normally given their incentives after the research, rather than beforehand (as for face to face research)

Choosing between methods

When you require mainly top-of mind feedback, and group interaction, live online focus groups may well be the best

option

When you want mainly considered feedback, and some group interaction, bulletin board groups can be most appropriate

For research in which you seek the most in-depth feedback then depth interviews may be most appropriate

Communities are potentially a major commitment, in terms of time and cost, so best considered only once experience has

been gained running smaller ad hoc online

Some example research applications

• Product testing• Concept development• Customer experience

and satisfaction• Advertising and

marketing communications development

• Category management• Employee engagement• And more…..

Live Online Focus Groups

Also known as synchronous online focus groups

Usually take place over 1.5 – 2 hours

Typically involve 4-8 participants and 1-2 moderators

Participants will usually write an average of c1,000 words

Bulletin Board Focus Groups

Otherwise known as asynchronous online focus groups. They can sometimes be referred to as

BBFGs.

Usually take place over a few consecutive days

Typically involve up to 30 participants, though can be larger

Participants will usually write an average of c1,000 words

Market Research Online Communities

Usually run over several weeks or longer

Includes moderator-led research, though members are usually expected to begin and run their own discussion threads and/or to participate in other

members’ discussion threads

Members typically incentivized through a points system, rather than receiving an incentive after

individual research studies

Often a community will include quantitative research rather than being exclusively qualitative,

from quick polls to surveys

Qualitative Research Panels

Usually set up to run on long term basis, over several months or longer. Panels may be

exclusively qualitative, with no quantitative research

Mainly or exclusively involve moderator-led research studies, rather than member-led

discussion threads

Research usually run as discreet studies rather than on a more continuous basis (as in

communities)

Members typically incentivized after individual research studies

Diaries, Blogs & Journals

The terms diary, blog and journal are often used interchangeably

They can be used for pre-tasks before either face to face or online groups, or on a standalone basis

for ethnographic research

Whilst diaries and journals are private, a blog is public. Diaries and journals are not designed to invite comments by readers, whereas a blog is

designed to do so

The moderator briefs participants on the frequency and types of entries they are seeking

Individual Depth Interviews

Set up as a one-to-one interview between the participant and the moderator, often referred to

as IDIs

These can be run either in real-time or on an asynchronous basis depending on the project

brief

To the moderator and participants online IDIs look and feel the same as live online groups or

bulletin board groups except that no participant sees any other participants’ answers.

Participants usually write an average of c1,000 words

Getting started• Create an account on one of the online qualitative

research software tools (Google: Online qualitative research software)

• Make sure you are getting access to the full version of the software that you decide to try, for free, with no strings or commitment

• Prepare a discussion guide in the same way as you would for a face to face group

• Recruit a small number of colleagues, friends or (best of all) friends of friends

• Try a live online group and a bulletin board group, each with c4-6 participants

• Keep a track on how much time you are spending on each stage of your research

www.mrqual.com