Online kwalitatief onderzoek Herkent u deze situaties? Uw doelgroep is geografisch heel wijdverspreid, heeft een lage penetratie, respondenten kunnen niet persoonlijk naar een onderzoekslocatie komen of u voelt al aan dat men bij online onderzoek waarschijnlijk opener zal zijn dan bij een face-to-face onderzoek. Voor dit soort situaties is Synovate @Life is een goed alternatief voor de conventionele kwalitatieve onderzoeksbenadering. Synovate @Life technieken kunnen ook complementair zijn aan traditionele onderzoekstechnieken. Bijvoorbeeld voor het verkennen van hypotheses of nieuwe ideeën die zijn voortgekomen uit traditioneel kwalitatief onderzoek Of bij het verzamelen van feedback over een product dat op de markt gelanceerd is of een service die uw klant heeft uitgeprobeerd. Synovate @Life biedt vele mogelijkheden, zoals: @Life Online Bulletin Boards: (geleide vraag-en-antwoordsessie van meerdere dagen. @Life Online Focus Groups: "real-time live chat" met een groep respondenten. @Life Online In-Depth Interviews: "real-time" vertouwelijk on-line gesprek. Synovate @Life-technieken hebben als voordeel dat de transcripts direct gegenereerd worden, dat u kunt kiezen uit verschillende rapportage formats en dat er geen reistijd en -kosten zijn.

1. @Life On line Bulletin
Boards
© 2008. Synovate Ltd. All rights reserved.
The concepts and ideas submitted to you herein are the intellectual property of
Synovate Ltd. They are strictly of confidential nature and are submitted to you under
the understanding that they are to be considered by you in the strictest of confidence
and that no use shall be made of the said concepts and ideas, including
communication to any third party without Synovate’s express prior consent and/or
payment of related professional services fees in full.

2. Introduction: Online
and qualitative
research

3. Online and qualitative research
Qualitative research should also be online
• The world and the human being is online, the www has become a
tool:
- For information sharing
- For communication
- For self expression:
- …
Qualitative research should be also online
© Synovate 2008 2

4. Online and qualitative research
Online qualitative research
QUALITATIVE RESEARCH =
To gather and analyse data
via ‘open’ methods in order
ONLINE =
to reveal patterns and
a tool to do qualitative research
motivations which determine
the behaviour and thinking of
human beings/consumers.
The addition of online is mainly about the way in which the
research is done: not with the traditional face-to-face research, but
by the use of internet.
© Synovate 2008 3

5. Online and qualitative research
Online qualitative research
• There are different ways to do this:
1. The internet as a source of information:
- Millions of people produce information and express their opinions on
websites, forums, blogs
- It gives a broader view on the world, the internet is a huge database
with information on all subject that have some importance in peoples
lives.
2. Data collection in a closed research environment
Synovate @Life Digital Qualitative
© Synovate 2008 4

6. @ Life: the
Synovate offerings

7. @Life: the Synovate offerings
Bringing Life to Life
LifeWorlds
@ Life Full range of ethnographic
approaches
On line approach Cultural context to POS
Bulletin Boards
Digital diaries
Interactive Panels
Get Life
Identify real opportunities
through an Idea/insight
Comms Life
generation approach designed
Maximizing the
to breathe new life into markets
potential of
creative ideas Build Life
Evaluating ideas
Concept development
and refinement
approach
@Life is one of the 5 Bringing Life to Life tools
© Synovate 2008 6

8. @Life: the Synovate offerings
Online bulletin boards
• What?
- A threaded in-depth discussion that occurs over time (2-3 days),
- where respondents enjoy the flexibility of logging in each day when their
schedules permit (e.g. at least 2 times a day for 20 minutes)
• How does it work?
- New questions are released each day
- Visual stimuli can change question by question.
- The moderator logs in regularly throughout the day to post follow-up
questions for respondents individually or as a group.
• Respondents?
- 15-30 respondents/group
© Synovate 2008 7

9. @Life: the Synovate offerings
Online bulletin boards
• Use?
- for great depth, responses requiring accurate detail
- or review of files/notes or consultation with co-workers,
- or sensitive topics.
• Target group?
- young adults/teens,
- techies and others who are accustomed to using computers
- BtB, busy people
- ‘Active’ 55+
- Working men
© Synovate 2008 8

10. @Life: the Synovate offerings
Online bulletin boards: moderators view
© Synovate 2008 9

11. @Life: the Synovate offerings
Online bulletin boards: respondents view
© Synovate 2008 10

12. @Life: the Synovate offerings
Online bulletin boards
• Advantages:
1. Greater depth
- Even greater depth than face-to-face groups
- Respondents answer to all questions and with greater accuracy and more extended
2. Flexibility in content
- Content of the guide can be adapted any time
3. Transparency
- Client can follow the discussions at any time and communicate with the moderator
- More interaction with the client is possible
4. Visuals
- Possibility to show websites, visuals, audio and video fragments
5. No geographical limits
- Respondents of different regions (even countries) can participate in the same group
© Synovate 2008 11

13. @Life: the Synovate offerings
Online bulletin boards
6. Transcripts
- Full transcripts are immediately available
- Possibility to sort the responses on questions, respondents characteristics
- Verbatims are ‘real verbatims’ and easy to find
7. No ‘time’ limits:
- Respondents can login at the moment they want
- For busy respondents this approach is less time consuming as they don’t have to travel
8. Fresh respondents
- Possible to recruit new respondents, respondents that would never participate in face-to-
face research (due to location or ‘busy’ people)
9. Projective techniques
- Projective techniques work very well and are very rich
10. Different types of questions:
- Possible to have ‘group’ questions
- But also private questions
- ‘uninfluenced answer’ before interaction
© Synovate 2008 12

14. @Life: the Synovate offerings
Online bulletin boards
• “Disadvantages”:
1. No non-verbal information
- The moderation has the interaction and interpretation on what respondents write, without
any non-verbal information
2. Analysis
- Is time consuming as the moderator has ‘less impressions’
- As the amount of information is huge
3. Possible drop-out of busy people
4. Time investment of client
- The client has to take time to follow the discussion and the interact with the moderator
- The client needs to be ‘trained’ as well
© Synovate 2008 13

15. Features Online Bulletin Boards Online Focus Groups
l Threaded asynchronous online l Real-time/synchronous online chat
Style discussion l Moderator releases preloaded questions
l Preloaded questions scheduled for l Everyone sees everything at same time
release by date, hour, minute
Duration l 3-day/72-hour period is typical l 90-minute period (plus 30 minutes to
l Easy to involve multiple time zones prepare up front) is typical
l Each question can be fully public, l Facilitate interaction, top-of-mind response
Discussion fully private or require response l Some ability to communicate privately
Guide & before other responses are shared l Limited #, complexity of whiteboard visuals;
Stimuli l Can require sequential response lowest respondent access speed determines
l Whiteboard visual can change Q by Q what’s advisable
l Generate significant depth, breadth l Better for top-of-mind reactions than depth
Depth l Opportunity to mull things over, l Limited tools for depth research
refresh memory
l Logs in every 2 hours during l Constantly logged in during scheduled group
Moderator business day l Limits travel for 1 day
Time l Limits travel for 3 days
Client Access l Clients access moderator by phone, l Clients access moderator via confidential posts,
to Moderator email, confidential posts but moderator highly engaged
l Time to discuss, make changes l Limited ability to discuss, change during group
l Depends on # questions/day l 90 minutes at a set time on a set date
Respondent l Log in twice/day; can start a day late l Very predictable for respondents
Time l Flexibility allows very busy people to l No flexibility in participation time
participate in fits and starts l Log in 10 minutes prior to start time
View of l Cannot see respondents, body l Cannot see respondents, body language
Respondents language or verify gender, age or visually verify gender, age
© Synovate 2008 14

16. On line Bulletin
Boards
User Manual

17. Here the client person can
post your questions
or remarks.
In this screen you see all the questions and additional text posted by the moderator as well
as the answers from the respondents. You will see the respondents name and if a respondent uploads a
picture, website or video you can see what is uploaded by clicking on ‘view media’.
© Synovate 2008 16

18. Here you find the discussion guide with all questions to the respondent. These will be posted per topic by the
moderator several times a day. Click on a question and you will see the question as well as the input from all
the respondents to date.
© Synovate 2008 17

19. This menu allows you to see in the participants part which respondent was active the last 30 minutes or last 2
hours. With view info you can have a look into the screener details of the respondent (age, household, usage of
shaving method, etc.). In the observer part you can see who from the observers is currently logged in.
© Synovate 2008 18

20. Synovate’s experience
with On line Bulletin
Boards

21. Synovate’s experience with On line Bulletin Boards
Industries and use
• Automotive • Branding & Communication
• Banking • Customer satisfaction
• Durables • Positioning
• Chemicals • Product & Concept testing
• Education • Shopper
• Finance • Website usability, testing and Automotive
• FMCG
• Food
• Healthcare
• Media
• Personal Care
• Public Services
• Retail
• Technology
• Telco
© Synovate 2008 20