Your guide to Online Qualitative Research

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.

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.

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 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.