Navigating the Online Qualitative Space

The Growth of Online Qualitative

OFG’s started in 1994

Mid 2000, an influx of companies and techniques

In 2010, online qual is expected to grow 41%

Why Online Qual?

To satisfy the same objectives as offline qual…

The Difference

So Many Choices

OFG

BBFG Social Media

1 on1

MROC

What Do Your Objectives Call For?

Traditional vs. Non-traditional

IDI

IDI Applications

Sensitive subjects

Quick insights

To seamlessly add qual to quant

Client National Retailer

AudienceIndividuals who live within two miles of their location and have purchased a beverage there within the last 30 days

BackgroundThis retailer wants to test the concept of incorporating a “beverage center” into their stores

Research objective(s) • See if they understand the concept of a beverage center as it is described to them• Understand the value, if any, that a beverage center would provide • Gauge whether having this beverage center would make them a “beverage destination”

IDI Example

IDI Quick Hits

Online Focus Groups (OFG)

OFG Applications

Ideation, brainstorming, concept and ad testing

In-depth discussions on anything with focused moderation

Client Media & Entertainment

AudienceIndividuals 18 plus with cable or satellite television service who watch more than two hours of television a week

BackgroundThis company want to start generating ideas for new sitcoms to launch in fall 2012

Research objective(s) • Gather feedback on what sitcoms/characters they are attracted to • Uncover what is missing from the sitcom landscape• Generate fresh ideas to base further brainstorming on

OFG Example

OFG Quick Hits

Bulletin Boards (BBFG)

BBFG Applications

Letting ideas materialize over time

Exhaustive, journal type research

Product and packaging tests

Client Publishing Company

AudienceMen and women who purchase three plus fiction books annually

BackgroundThis company is publishing a new book of short stories and wants to get an idea of which ones resonate in order to promote it effectively

Research objective(s) • Assign 1 story every three days and gauge which stories are most enticing• Find out which stories mesh best with the author’s current image

BBFG Example

BBFG Quick Hits

Visible

Ethnographies

Ethnographies Applications

Usage tests

Uncovering unspoken patterns and habits

Understanding experiences and relationships

Ethnographies Example

Client Consumer Packaged Goods Company

AudienceMothers of children under the age of 15 who are the primary grocery shopper in the household

BackgroundThis company has just redone their packaging for a popular children’s cereal and wants to test shopper’s reactions in a virtual grocery aisle

Research objective(s) • Understand if the brands cereal box is recognizable and stands out amongst the competition• Gauge the shopper’s overall reaction to the packaging while in the

store

Ethnographies Quick Hits

Communities (MROC)

MROC Applications

Getting consumers involved in your business

Creating brand advocacy

Innovation

Finding out how your target interacts

(MROC) Example

Client National Beverage Retailer

AudienceCustomers who frequent their establishment more than 3 times a week

BackgroundOut of a demand for more weekly coupons and deals, the company has decided to roll out a weekly “hot deal” on their beverages

Research objective(s) • Get qualitative feedback on their weekly “hot deals” before they are finalized as promotions• Understand how to best deliver these deals (what medium(s), channels to use every week)

MROC Quick Hits

Social Media

Social Media Applications

Listening in on consumers

Campaign tracking and measurement

Identifying trends

Brand management

Social Media Example

Client Electronic Company

AudienceGeneral consumers

BackgroundThis organization has recently undergone a brand makeover complete with new tagline, mission statement and consumer promise and has launched a huge multi-platform campaign to get their new messaging across

Research objective(s) • Track social media mentions and get a sense of people’s sentiments toward the campaign• Gauge if the campaign message is resonating or if people aren’t buying it

Social Media Quick Hits

Summary

Online qualitative is on the rise thanks to factors such as speed, convenience, cost, technological advancement and communication preferences…and there are more approaches now than ever!