Navigating the Online Qualitative Landscape by iModerate
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The document explores the growth and various methods of online qualitative research since the mid-2000s, emphasizing its advantages such as cost efficiency and broader access to respondents. It outlines different online qualitative approaches, including individual in-depth interviews, online focus groups, bulletin board focus groups, ethnographies, and communities for ongoing research activities, detailing their benefits and limitations. Ultimately, the document highlights the importance of aligning research methods with specific objectives and utilizing trusted research partners.
Navigating the Online Qualitative Landscape by iModerate
- 1. Navigating the Online Qualitative Space
- 2. The Growth of Online Qualitative OFG’s started Mid 2000, an In 2010, in 1994 influx of online qual is companies and expected techniques to grow 41%
- 3. Why Online Qual? To satisfy the same objectives as offline qual… Understand Develop feelings, values & hypotheses perceptions Capture language Generate ideas & imagery
- 4. The Difference Cost Speed Broader access to respondents Technology More mediums Where people are talking
- 5. So Many Choices MROC 1 on1 OFG BBFG Social Media
- 6. What Do Your Objectives Call For? Point in Platform Dynamic Voice Anonymity time Text Group Synch Passive Visible Video Individual Asynch. Active Anonym. Mobile
- 7. Traditional vs. Non-traditional Offline New- to online online Groups Social media IDI’s Communities Ethno Hybrid
- 8. IDI Description • Individual, in-depth interviews between respondent and moderator Benefits • Intimate, one-on-one setting • Full deliverables • Greater flexibility • No groupthink • Interviews are more personalized and focus Limitations • Fall short with objectives that benefit from group dynamic • Not conducive for objectives that require respondents to ponder over responses
- 9. IDI Applications Sensitive subjects Quick insights To seamlessly add qual to quant
- 10. IDI Example Client National Retailer Audience Individuals who live within two miles of their location and have purchased a beverage there within the last 30 days Background This 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”
- 11. IDI Quick Hits Synchronous Text Video Active Voice Individual Anonymous
- 12. Online Focus Groups (OFG) Description • 6-8 person group discussion led by an individual moderator, online equivalent to traditional face to face FG Benefits • Group dynamic allows for interaction • Robust and engaging • Easy video and stimuli incorporation • Safe jump from traditional Limitations • Moderation can be challenging • Subject to group dynamic • Scheduling difficulties
- 13. OFG Applications Ideation, brainstorming, concept and ad testing In-depth discussions on anything with focused moderation
- 14. OFG Example Client Media & Entertainment Audience Individuals 18 plus with cable or satellite television service who watch more than two hours of television a week Background This 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
- 15. OFG Quick Hits Synchronous Text Video Active Voice Group Visible
- 16. Bulletin Boards (BBFG) Description • Interactive group discussion led by a moderator that occurs via postings over time Benefits • Produces a lot of qualitative feedback • Allow respondents to reflect and think about their answers • Conducive to hybrid research • More respondents than OFG (10-30) Limitations • Difficult to probe • Responses are not top-of-mind • Subject to group dynamic • Can be slower than other online qual methods • Tougher to switch directions on the fly
- 17. BBFG Applications Letting ideas materialize over time Exhaustive, journal type research Product and packaging tests
- 18. BBFG Example Client Publishing Company Audience Men and women who purchase three plus fiction books annually Background This 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
- 19. BBFG Quick Hits Asynchronous Text Mobile Video Active Voice Group Visible
- 20. Ethnographies Description • Online observation to capture human behavior in its natural context Benefits • Captures how people behave, interact and perform tasks • Much easier than in-person ethnographic research • Often called one of the more “honest” research approaches • Yields more than just transcripts, more robust picture Limitations • Relying on participant, not active probing • Can still be a lengthy and involved process for participants
- 21. Ethnographies Applications Usage tests Uncovering unspoken patterns and habits Understanding experiences and relationships
- 22. Ethnographies Example Client Consumer Packaged Goods Company Audience Mothers of children under the age of 15 who are the primary grocery shopper in the household Background This 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
- 23. Ethnographies Quick Hits Synchronous Asynchronous Text Mobile Video Passive Voice Individual Visible
- 24. Communities (MROC) Description • Network of targeted individuals brought together in a social space to participate in ongoing research activities Benefits • Dedicated respondents, customer connection • Ability to keep going back to same “pool” for research • Allows for all research activities (qual, quant) • Ideal for longitudinal • Engaging, ideal for sharing within the participant pool Limitations • Expensive and time consuming • Can be difficult to manage • Findings don’t come overnight • Difficult to keep participants engaged
- 25. MROC Applications Getting consumers involved in your business Creating brand advocacy Innovation Finding out how your target interacts
- 26. (MROC) Example Client National Beverage Retailer Audience Customers who frequent their establishment more than 3 times a week Background Out 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)
- 27. MROC Quick Hits Synchronous Asynchronous Text Mobile Video Visible Group Active voice
- 28. Social Media Description • Collection and analysis of social media activity to gain insights Benefits • Ability to pull from a huge sample source • Feedback is unassisted, unfiltered • Listening to consumers where they speak out • Quick analysis (quant output available) Limitations • Noise and misinterpretation can be a factor • Methodology not scientifically proven • Sampling issues • Doesn’t offer ability to probe easily
- 29. Social Media Applications Listening in on consumers Campaign tracking and measurement Identifying trends Brand management
- 30. Social Media Example Client Electronic Company Audience General consumers Background This 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
- 31. Social Media Quick Hits Asynchronous Text Mobile Video Passive Voice Group Anonymous
- 32. 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! Choosing the right one comes down to: • Mapping out your objectives • Gauging the type of features, platform, and dynamic they call for • Understanding the limitations, benefits and utilities for each method • Leaning on trusted research partners to help guide you