Your guide to Online Qualitative Research
Your go-to guide towards Online Qualitative Research
Online Qualitative Research has become more prevalent due to the digital world we all now live in, becoming widely practised around the world by researchers and strategists who want to know how consumers think, feel and do.
With the development of digital technologies and smartphones, researchers can be connected with consumers almost 24/7 without having a physical presence.
Why would you conduct Online Qual?
How healthy is your brand? is it memorable? How is it perceived? Our Brand Tracking and Brand Equity tools provide critical analysis of your brand in real-time. We measure your brand against the key metrics that drive growth – powerful, indicative measures like Brand Reputation and Brand Awareness.
Benefits on Online Qualitative Research?
Ethnography gets you closer to the truth. It immerses you in your consumers’ daily lives, exploring and revealing the core parts of their customer journey – in or outside the home. Observe your consumers in their environment to reveal real insight into their true experiences.
Why use a Qualitative Research Agency?
What do your customers really think and feel when they experience your brand? What draws them to your brand and what acts as a barrier? How can you increase loyalty and conversions?
What type of Online Qualitative should you use?
Tab Contents
In-depth interviews and groups
These methods are best for deep discussion and thought-provoking topics. These methods allow for the sharing of stimulus and open discussion towards areas of interest for brands. Online Focus Groups are better when you want a group discussion towards your product or service, whereas an In-Depth Interview is chosen for more sensitive or personal topics of discussion, due to the one-to-one nature with the moderator.
Diaries and Ethnography
These methods can be classed as an Online or Video Diaries depending on the researcher’s needs. Whilst ethnography explores customer behaviours through observation. They are commonly used to explore and develop products or services through different phases uncovering behaviours, habits and motivations to actions respondents choose. Being in their natural environments, such as in-home.
Communities & bulletin boards
For longer studies lasting weeks or even months, online communities and bulletin boards provide a better long term value, creating a sustain and structured collaboration within your consumer groups. Whilst the name crosses over from communities to bulletin board or forums, the difference is that bulletin boards and forums are moderated and controlled conversations by researchers designed with the brand, whereas a community is open-ended and are actively involved with creating their discussion boards.
Eye-Tracking
Eye-Tracking is a highly effective methodology to measure the point of gaze or eye motion relative to the head. The video-based tracker software is used to understand key standout points measuring eye positions and eye movement.
introduction to the different aspects of Online Qualitative research and moderation. We have outlined the types of methodologies employed and how you should adapt your approach depending on your budget, time, resources and activities. The correct recruitment of your target audience is essential as this provides you with invaluable insightful information – allowing your brand to prosper and grow.
- You have a wide, geographically spread target audience
- If you need to give the respondents time to consider and reflect
- If you are trying to warrant and encourage creative thought and responses
- You can capture pictures and videos
- To have the ability to track fluctuating attitudes and behaviours over time
- Your product or service is also based online
- You need an in-depth analysis of a topic, rather than quantitative numbers
Article: Your Guide to Online Qualitative Research
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