Navigating the Online Qualitative Landscape by iModerate

Navigating the Online Qualitative Space

The Growth of Online QualitativeOFG’s started Mid 2000, an In 2010,in 1994 influx of online qual is companies and expected techniques to grow 41%

Why Online Qual?To satisfy the same objectives as offline qual… Understand Develop feelings, values & hypotheses perceptions Capture language Generate ideas & imagery

The Difference Cost Speed Broader access to respondents Technology More mediums Where people are talking

So Many Choices MROC 1 on1 OFGBBFG Social Media

What Do Your Objectives Call For? Point inPlatform Dynamic Voice Anonymity time Text Group Synch Passive Visible Video Individual Asynch. Active Anonym. Mobile

Traditional vs. Non-traditionalOffline New- to onlineonline Groups Social media IDI’s Communities Ethno Hybrid

IDIDescription•  Individual, in-depth interviews between respondent and moderatorBenefits•  Intimate, one-on-one setting•  Full deliverables•  Greater flexibility•  No groupthink•  Interviews are more personalized and focusLimitations•  Fall short with objectives that benefit from group dynamic•  Not conducive for objectives that require respondents to ponder over responses

IDI Applications Sensitive subjects Quick insights To seamlessly add qual to quant

IDI ExampleClientNational RetailerAudienceIndividuals who live within two miles of their location and havepurchased a beverage there within the last 30 daysBackgroundThis retailer wants to test the concept of incorporating a “beveragecenter” into their storesResearch 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”

IDI Quick HitsSynchronous Text Video Active Voice Individual Anonymous

Online Focus Groups (OFG)Description•  6-8 person group discussion led by an individual moderator, online equivalent to traditional face to face FGBenefits•  Group dynamic allows for interaction•  Robust and engaging•  Easy video and stimuli incorporation•  Safe jump from traditionalLimitations•  Moderation can be challenging•  Subject to group dynamic•  Scheduling difficulties

OFG Applications Ideation, brainstorming, concept and ad testing In-depth discussions on anything with focused moderation

OFG ExampleClientMedia & EntertainmentAudienceIndividuals 18 plus with cable or satellite television service whowatch more than two hours of television a weekBackgroundThis company want to start generating ideas for new sitcoms tolaunch in fall 2012Research 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

OFG Quick HitsSynchronous Text Video Active Voice Group Visible

Bulletin Boards (BBFG)Description•  Interactive group discussion led by a moderator that occurs via postings over timeBenefits•  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

BBFG Applications Letting ideas materialize over time Exhaustive, journal type research Product and packaging tests

BBFG ExampleClientPublishing CompanyAudienceMen and women who purchase three plus fiction books annuallyBackgroundThis company is publishing a new book of short stories and wants toget an idea of which ones resonate in order to promote it effectivelyResearch 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

BBFG Quick HitsAsynchronous Text Mobile Video Active Voice Group Visible

EthnographiesDescription•  Online observation to capture human behavior in its natural contextBenefits•  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 pictureLimitations•  Relying on participant, not active probing•  Can still be a lengthy and involved process for participants

Ethnographies Applications Usage tests Uncovering unspoken patterns and habits Understanding experiences and relationships

Ethnographies ExampleClientConsumer Packaged Goods CompanyAudienceMothers of children under the age of 15 who are the primary groceryshopper in the householdBackgroundThis company has just redone their packaging for a popularchildren’s cereal and wants to test shopper’s reactions in a virtualgrocery aisleResearch 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

Ethnographies Quick HitsSynchronous Asynchronous Text Mobile Video Passive Voice Individual Visible

Communities (MROC)Description•  Network of targeted individuals brought together in a social space to participate in ongoing research activitiesBenefits•  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 poolLimitations•  Expensive and time consuming•  Can be difficult to manage•  Findings don’t come overnight•  Difficult to keep participants engaged

MROC Applications Getting consumers involved in your business Creating brand advocacy Innovation Finding out how your target interacts

(MROC) ExampleClientNational Beverage RetailerAudienceCustomers who frequent their establishment more than 3 times aweekBackgroundOut of a demand for more weekly coupons and deals, the companyhas decided to roll out a weekly “hot deal” on their beveragesResearch objective(s)•  Get qualitative feedback on their weekly “hot deals” before theyare finalized as promotions•  Understand how to best deliver these deals (what medium(s),channels to use every week)

MROC Quick HitsSynchronous Asynchronous Text Mobile Video Visible Group Active voice

Social MediaDescription•  Collection and analysis of social media activity to gain insightsBenefits•  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

Social Media Applications Listening in on consumers Campaign tracking and measurement Identifying trends Brand management

Social Media ExampleClientElectronic CompanyAudienceGeneral consumersBackgroundThis organization has recently undergone a brand makeovercomplete with new tagline, mission statement and consumerpromise and has launched a huge multi-platform campaign to gettheir new messaging acrossResearch 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

Social Media Quick HitsAsynchronous Text Mobile Video Passive Voice Group Anonymous

SummaryOnline qualitative is on the rise thanks to factorssuch as speed, convenience, cost, technologicaladvancement 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

http://www.insights-qualitativos.com	7840
http://translate.googleusercontent.com	19
http://webcache.googleusercontent.com	2
http://www.bluestrategy.cz	1
http://web.archive.org	1
http://207.46.192.232	1
http://www.google.com.co	1

Navigating the Online Qualitative Landscape by iModerate

by Wikonsumer Research on Dec 02, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

7 Embeds 7,865

Statistics

Navigating the Online Qualitative Landscape by iModerate — Presentation Transcript