Online Qualitative Research

Focus Groups

Perhaps the hottest area in qualitative research right now is online focus groups. Online groups provide a number of advantages to traditional focus groups. Online groups offer a unique opportunity for respondents to engage in in-depth discussions via the Web. Respondents log in at a certain date and time from their own individual computer. Because it is web based, there are no geographic boundries. Participants can participate from all over the country from their own home, removing the logistical headaches associated with traditional focus groups. Groups usually last 1-2 hours and include four to six participants. The online platform allows for observers to talk with each other and the moderator as the groups proceed. Questions can be added in real time and transcripts can be downloaded immediately upon completion of the groups.

Bulletin Boards

Online bulletin boards are another qualitative technique used to bring together a group of people from different geographies, locations and time zones and facilitate highly involved discussions among the participants in a way that is cost effective and convenient. The boards occur over an extended time frame. Usually three to five days. Participants are instructed to log on to the bulletin board twice per day and answer questions posted by the moderator and other participants within the group. Participants are free to log on at their convenience and spend time providing thoughtful answers. Our moderators facilitate these discussions and are trained and skilled in qualitative laddering and probing techniques.

Online qualitative research is especially useful in testing advertising copy, obtaining impressions of brochure concepts, obtaining customer reactions to specific marketing programs and understanding purchase behavior and decision making process among current customers and competitive customers.

For more information, contact us at 800.989.5150 and ask for Roger Gates or Jennifer Todd, rgates@dssresearch.com or jtodd@dssresearch.com.