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Best Practices for
                                  Longitudinal Online
                                 Qualitative Rese...
When it comes to online
qualitative, which are you?




   Wanna-Bee   New-Bee        Killer-Bee
Agenda


         • Definitions
         • Best Practices
         • Moderating Tips
What is longitudinal research?
• Extended period of time
• Same subjects
• Repeated observations
Online longitudinal is also …
• Private, secure site
• Targeted, invited members
• Professional moderator(s) or facilitato...
Can provide deep insights
• Stay in continuous touch with consumers
• Learn about needs, lives, preferences
• Engage membe...
Extremely flexible
• Focus on single topic or explore multiple issues
• Combine methods/techniques
• Change/adapt mid-cour...
Two common formats
• Online communities
• Extended qualitative panels
Online communities
• Social networking meets market research
  – Capture insights
  – Connect with consumers
  – Build bra...
Extended qualitative panels
•   Specific research goals
•   Online research for a longer time
•   20 or fewer members
•   ...
Challenges of longitudinal methods
• Preventing attrition
• Sustaining momentum
• Keeping clients engaged
“An Even Dozen”




                  Best Practices
1. Focus on the objectives
•   Research only? Engagement? Innovation?
•   Single issue or many?
•   Yardstick for success
...
2. Plan where you are going
•   Flow/schedule
•   Size
•   Duration
•   Activities
•   Logistics
3. Educate and involve clients
• Set expectations for observing
• Schedule regular de-briefs
• Assign reporting tasks
4. Screen for the right people
• Involved in topic/brand/category
• Share common interests/passions
• Willing to contribut...
5. Prepare for attrition
•   Over-recruit generously
•   Set expectations early
•   Follow up with stragglers
•   Manage i...
6. View members as the experts
• Think of members as valuable advisors
• Find out what is on their mind
• Pursue topics th...
7. Be open and transparent
• Identify the sponsor and purpose
• Share how they impact the project/brand/company
• Be hones...
8. Work at engagement always
•   Start early; keep at it
•   Use activities that build community
•   Make it worth their t...
9. Pace content and flow
• Keep your own energy level high
• Avoid information overload
• Plan breaks in the schedule
10. Listen and respond
• Communicate early and often
• Show you’re listening
• Pay attention to what they want to talk abo...
11. Project your personality
• Demonstrate personal interest
• Ask questions the way you would talk
• Convey your online “...
12. Mix it up, try it out
•   Vary methods and tasks constantly
•   Incorporate new topics
•   Use visuals and sound
•   E...
“And Five More”




                  Moderating Tips
Communispace panelists say the single
most important factor in keeping a
panel alive and engaged is the skill of
the moder...
1. Craft questions carefully
• Aim for clear and compelling, yet conversational
• Write “dialog”
• Avoid repetitive questi...
2. Probe to show you are listening
• Tie comments together and probe
• Incorporate probes into new questions
• Probe contr...
3. Work to get group interaction
•   Post respondents’ photos
•   Play devil’s advocate
•   Debate conflicting views
•   C...
4. Use online tools
• Software platform management tools
• Email, phone, text messages
• Private email to address problems
5. Adapt projectives
•   Personification
•   Brand “party”
•   Picture sorts
•   Collages
•   Website “scavenger hunt”
•  ...
Liz Van Patten
Consumer Advisory Panels
    Lvanpatten@aol.com
           631-283-7842
     All contents © 2009 Liz Van Pa...
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Best Practices for Online Longitudinal Qualitative Research

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tips for planning and managing extended online qualitative research projects and MROCs

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Best Practices for Online Longitudinal Qualitative Research

  1. 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. 2. When it comes to online qualitative, which are you? Wanna-Bee New-Bee Killer-Bee
  3. 3. Agenda • Definitions • Best Practices • Moderating Tips
  4. 4. What is longitudinal research? • Extended period of time • Same subjects • Repeated observations
  5. 5. Online longitudinal is also … • Private, secure site • Targeted, invited members • Professional moderator(s) or facilitator(s)
  6. 6. Can provide deep insights • Stay in continuous touch with consumers • Learn about needs, lives, preferences • Engage members with brands/company
  7. 7. Extremely flexible • Focus on single topic or explore multiple issues • Combine methods/techniques • Change/adapt mid-course
  8. 8. Two common formats • Online communities • Extended qualitative panels
  9. 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. 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. 11. Challenges of longitudinal methods • Preventing attrition • Sustaining momentum • Keeping clients engaged
  12. 12. “An Even Dozen” Best Practices
  13. 13. 1. Focus on the objectives • Research only? Engagement? Innovation? • Single issue or many? • Yardstick for success • Deliverables
  14. 14. 2. Plan where you are going • Flow/schedule • Size • Duration • Activities • Logistics
  15. 15. 3. Educate and involve clients • Set expectations for observing • Schedule regular de-briefs • Assign reporting tasks
  16. 16. 4. Screen for the right people • Involved in topic/brand/category • Share common interests/passions • Willing to contribute over time
  17. 17. 5. Prepare for attrition • Over-recruit generously • Set expectations early • Follow up with stragglers • Manage incentives
  18. 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. 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. 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. 21. 9. Pace content and flow • Keep your own energy level high • Avoid information overload • Plan breaks in the schedule
  22. 22. 10. Listen and respond • Communicate early and often • Show you’re listening • Pay attention to what they want to talk about
  23. 23. 11. Project your personality • Demonstrate personal interest • Ask questions the way you would talk • Convey your online “persona”
  24. 24. 12. Mix it up, try it out • Vary methods and tasks constantly • Incorporate new topics • Use visuals and sound • Experiment!
  25. 25. “And Five More” Moderating Tips
  26. 26. Communispace panelists say the single most important factor in keeping a panel alive and engaged is the skill of the moderator.
  27. 27. 1. Craft questions carefully • Aim for clear and compelling, yet conversational • Write “dialog” • Avoid repetitive questions
  28. 28. 2. Probe to show you are listening • Tie comments together and probe • Incorporate probes into new questions • Probe contradictions
  29. 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. 30. 4. Use online tools • Software platform management tools • Email, phone, text messages • Private email to address problems
  31. 31. 5. Adapt projectives • Personification • Brand “party” • Picture sorts • Collages • Website “scavenger hunt” • Letters • Announcements • Obituaries • And many, many others
  32. 32. Liz Van Patten Consumer Advisory Panels Lvanpatten@aol.com 631-283-7842 All contents © 2009 Liz Van Patten

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