An introduction to online qualitative research

An Introduction to Online Qualitative Research

PREPARED BY:

STRATEGIC INITIATIVES INC.
305-5332 SAYWARD HILL, VICTORIA, BC V8Y 3H8
250-381-3376
info@StrategicInitiatives.ca
www.StrategicInitiatives.ca

CONFIDENTIAL BUSINESS INFORMATION
PROPERTY OF BUSINESS NAME

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Presentation Outline

 Benefits of Online Qualitative Research
 How Do Online Discussion Groups Work?
 Bulletin Board Focus groups (BBFGs)
 Online Focus Groups (OLFGs)
 Comparing BBFGs and OLFGs
 Recruiting
 Viewing Room
 Costs and Timing

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Benefits of Online Qualitative

 Accommodates geographically dispersed audiences
 Simultaneous multi-market input OR comparative groups within separate
regions
 Forceful, blunt, honest responses from participants – possibly
more revealing than in-person focus groups
 Participant anonymity (via log-in pseudonyms) if required
 Shorter turnaround vs. traditional in-person focus groups
 Several groups can be conducted simultaneously
 Reduced travel time and expenses
 Instant transcripts can be provided
 Focus groups, 1-on-1 in-depth interviews, other emerging
qualitative methodologies can all be conducted online

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When to Use Online Qualitative

 Hard to reach audiences – busy consumers and time-pressured
professionals
 Highly specialized audiences (low incidence)
 Tight time frames
 Sensitive topic research
 Participants require anonymity
 Multi-phase testing and development (new products, refining
concepts, image assessment, ad development, positioning,
packaging)
 Extended tracking studies/panels
 B2B studies (clients, CSRs, employees, regional managers,
suppliers)

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Emotional Expression Online

“Respondents tend to be very blunt online and if they feel strongly
about something, say it. This is extremely valuable when doing
concept testing or customer satisfaction work. It is also useful
when discussing more emotional topics. Respondent anonymity
provides some emotional protection for the respondents and so
they often open up quite a bit.”
Susan Roth

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How Do Online Discussion Groups Work?

 2 types of online discussion groups:
 Bulletin Board Focus Groups (BBFGs)
 Online Focus Groups (OLFGs)
 BBGs used more widely than OLFGs – about 70% BBFGs/30%
OLFGs industry-wide
 Participants log on to password-protected web site with their own
unique user name and password
 Participants can create their own profiles, which can be shared
with the group if appropriate to the study
 Participants post responses to questions from the moderator, and
respond to other participants’ posts
 Moderator uses Discussion Guide prepared in advance in
collaboration with Client, pre-loads core questions from
Discussion Guide and adds follow-ups and probes as needed
 Client observers may log on and view the discussion in virtual
“viewing room”

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Participant View of BBFG Discussion

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Participant View of OLFG Discussion

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What About Stimuli and Exhibits?

 Stimuli/exhibits (streaming video, web sites, pdfs, jpegs, surveys,
polls, etc.) can easily be utilized
 “iMarkIt” concept testing tool enables participants to make notes
on stimuli/exhibits
 Participants can be given the option to upload pictures or web
sites, or embed videos into the discussion (these are closely
monitored by the Moderator to ensure their suitability)

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Participant View of “iMarkIt” in Action

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Bulletin Board Focus Groups (BBFGs)

 Extended online discussions over time (3 to 5 days, or more)
 12 to 18 participants per group
 Discussion is asynchronous, threaded, self=paced (i.e. not in “real
time”)
 Participants’ responses “hang” off an initial post (question) by the
Moderator
 Rich, detailed responses (candid, reflective, complete)
 Information generated often equals that from 2 or 3 in-person
groups, nearly 7 times information generated from OLFGs
 Participants “come and go” on their time, resulting in more time
spent contributing
 Less pressure than real-time OLFGs (where the fastest typist often
“wins”)
 Respondents in multiple time zones can participate in one group

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Bulletin Board Focus Groups (BBFGs)

 Questions can be programmed to ensure uninfluenced responses
(participants only see others’ responses once they have posted
their own)
 Whiteboard can be used to display media, link to external web
sites, conduct surveys or polls, etc.
 Breakout groups can be conducted to segment participants
according to demographic characteristics, product usage criteria,
brand preferences, etc.

“Online bulletin boards allow [participants] adequate time to think
through their responses and explain themselves thoughtfully as well as
interact with other respondents. The results are often very revealing
and insightful.”
Susan Roth

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Online Focus Groups (OLFGs)

 Discussion takes place in real time, similar to online “chat
 6 to 8 participants per group
 Particularly suitable for gathering fast top-level reactions to
concepts, media, advertising
 Generates brief, direct, honest feedback
 Simultaneous typing eliminates the “influencer” effect
 Wide variety of media can be displayed on the whiteboard

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Comparing BBFGs and OLFGs

BBFGs OLFGs
3 to 5 days, or more 60 to 90 minutes
12 to 18 participants 6 to 8 participants
Detailed, thoughtful responses – Rapid, real-time top-of-mind
ideal for generating insights, initial reactions – ideal for quick
gaining strategic input (e.g. check-in, concept testing or
positioning research) follow-up to previous BBFGs
Greater interaction and Shorter time commitment may
discussion among participants facilitate recruiting of
Participants can post media to participants
help express themselves Keyboard skills, reliable
Incentives vary depending on computer systems, fast Internet
number of days participants are connection are all critical for
expected to log on – typical participants
incentive for a 3-day BBFG $85 Incentives typically about $60

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Recruiting Online Discussion Groups

 Usually via e-mail using pre-approved screener; can be done by
phone if e-mail addresses not available
 Sample from client-supplied list (e.g. customer database),
qualitative database, sample vendor, client customer panel or
client web site
 Telephone confirmation as required to assess articulation,
comfort level online, typing/web navigation skills
 Qualified participants (those passing screening) are invited to
attend, issued user name, password and web site URL
 Participants are re-screened and greeted on first log on
 BBFGs – participation levels (frequency logging on, time spent,
questions answered) are monitored for the duration; reminders
are sent as required

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Client Observers

 Virtual “viewing room” for client observers
 Client observers log on at their own convenience, wherever they
are located
 Private communication between the “viewing room” and the
Moderator is enabled
 Additional daily updates for Clients provided by the Moderator via
e-mail

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Costs and Timing

 Costs similar to face-to-face focus groups (on a per participnat
basis), including:
 Recruiting
 “facility” (software) rental
 Incentives
 Moderating and reporting
 Significant savings on travel costs and time
 Project timing similar to traditional in-person focus groups (except for
the duration of the BBFGs)

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For More Information…..

Cathy Whitehead McIntyre
Principal
Strategic Initiatives Inc.
305 – 5332 Sayward Hill
Victoria, BC V8Y 3H8

Phone: 250-381-3376
Toll Free: 877-381-3376

info@StrategicInitiatives.ca
www.StrategicInitiatives.ca

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An introduction to online qualitative research

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