Best Practices for Online Longitudinal Qualitative Research
- 1. Best Practices for Longitudinal Online Qualitative Research Liz Van Patten Call in for audio Consumer Advisory Panels North America: 1-888-289-4573 International: 1-416-645-1179 March 5, 2010 Attendee Code: 3180622 All contents © 2009 Liz Van Patten
- 2. When it comes to online qualitative, which are you? Wanna-Bee New-Bee Killer-Bee
- 3. Agenda • Definitions • Best Practices • Moderating Tips
- 4. What is longitudinal research? • Extended period of time • Same subjects • Repeated observations
- 5. Online longitudinal is also … • Private, secure site • Targeted, invited members • Professional moderator(s) or facilitator(s)
- 6. Can provide deep insights • Stay in continuous touch with consumers • Learn about needs, lives, preferences • Engage members with brands/company
- 7. Extremely flexible • Focus on single topic or explore multiple issues • Combine methods/techniques • Change/adapt mid-course
- 8. Two common formats • Online communities • Extended qualitative panels
- 9. Online communities • Social networking meets market research – Capture insights – Connect with consumers – Build brand champions • 200 to 400 members • Months, even years • Branded (usually) • Variety of ways to interact
- 10. Extended qualitative panels • Specific research goals • Online research for a longer time • 20 or fewer members • Several weeks to several months • Branding optional • Several ways to interact
- 11. Challenges of longitudinal methods • Preventing attrition • Sustaining momentum • Keeping clients engaged
- 12. “An Even Dozen” Best Practices
- 13. 1. Focus on the objectives • Research only? Engagement? Innovation? • Single issue or many? • Yardstick for success • Deliverables
- 14. 2. Plan where you are going • Flow/schedule • Size • Duration • Activities • Logistics
- 15. 3. Educate and involve clients • Set expectations for observing • Schedule regular de-briefs • Assign reporting tasks
- 16. 4. Screen for the right people • Involved in topic/brand/category • Share common interests/passions • Willing to contribute over time
- 17. 5. Prepare for attrition • Over-recruit generously • Set expectations early • Follow up with stragglers • Manage incentives
- 18. 6. View members as the experts • Think of members as valuable advisors • Find out what is on their mind • Pursue topics they raise
- 19. 7. Be open and transparent • Identify the sponsor and purpose • Share how they impact the project/brand/company • Be honest and encourage candor
- 20. 8. Work at engagement always • Start early; keep at it • Use activities that build community • Make it worth their time to keep coming back • Reward, reinforce, celebrate
- 21. 9. Pace content and flow • Keep your own energy level high • Avoid information overload • Plan breaks in the schedule
- 22. 10. Listen and respond • Communicate early and often • Show you’re listening • Pay attention to what they want to talk about
- 23. 11. Project your personality • Demonstrate personal interest • Ask questions the way you would talk • Convey your online “persona”
- 24. 12. Mix it up, try it out • Vary methods and tasks constantly • Incorporate new topics • Use visuals and sound • Experiment!
- 25. “And Five More” Moderating Tips
- 26. Communispace panelists say the single most important factor in keeping a panel alive and engaged is the skill of the moderator.
- 27. 1. Craft questions carefully • Aim for clear and compelling, yet conversational • Write “dialog” • Avoid repetitive questions
- 28. 2. Probe to show you are listening • Tie comments together and probe • Incorporate probes into new questions • Probe contradictions
- 29. 3. Work to get group interaction • Post respondents’ photos • Play devil’s advocate • Debate conflicting views • Comment on other’s posts • Divide and share
- 30. 4. Use online tools • Software platform management tools • Email, phone, text messages • Private email to address problems
- 31. 5. Adapt projectives • Personification • Brand “party” • Picture sorts • Collages • Website “scavenger hunt” • Letters • Announcements • Obituaries • And many, many others
- 32. Liz Van Patten Consumer Advisory Panels Lvanpatten@aol.com 631-283-7842 All contents © 2009 Liz Van Patten