The document discusses the benefits of online qualitative research over traditional methods. It notes that online qualitative research allows for faster iteration and validation of ideas through repeated engagement with participants. This enables research teams to shorten development cycles and reduce decision risk by incorporating consumer feedback at multiple stages. Additionally, online qualitative tools provide more cost-effective and agile options to gather insights from a wider range of participants compared to traditional in-person methods. The key factors to consider when selecting an online qualitative approach are sample quality, depth of actionable insights, level of support services, budget, and speed/ability to iterate quickly.

1. How
To
Buy
Online
Qualitative
Research

2. Monika
Wingate
CEO
of
Digsite
About
Your
Speaker

3. üChanging
role
of
qualitative
üDefining
your
objective
üExploring
options
üChoosing
your
method
üAssessing
providers
Agenda

4. Qualitative
research
is
vital
to
filling
the
gaps
left
by
surveys
and
big
data
“Good inventors and designers deeply understand their
customer. They study and understand many anecdotes rather
than only the averages you’ll find on surveys. They live with the
design.”
Jeff Bezos
cmswire.com

5. Online
qualitative
addresses
common
challenges
of
traditional
qualitative
Online
qualitative
is
best
for…
• Audiences
who
have
less
time
to
give
and
are
harder
to
schedule
• Super
quick
turnaround
projects
at
a
low
cost
• Collecting
a
larger
number
of
responses,
dispersed
across
a
wider
geography
• Having
participants
spend
more
time
with
some
media
or
content
• Exploring
broader
questions/multiple
topics
• Capturing
in-­‐context
learning
across
several
days/weeks
Digsite Qualitative Research Study, 2017

6. Users
of
online
qualitative
are
satisfied
with
the
results
Up-­‐to-­‐date
higher-­‐quality
data
Quirks Corporate Research Report, 2016

7. And
the
evolution
to
agile
qualitative
tools
is
opening
the
door
to
broader
usage
Quickly
build
team
alignment
on
goals
and
strategies
Use
rapid,
iterative
development
processes
for
products
and
marketing
initiatives
Embed
consumer
feedback/validation
at
all
development
stages

8. Resulting
in
faster
development
cycles
and
less
rework
https://agileinsights.wordpress.com/2013/08/11/what-evidence-is-there-that-agile-works/

9. Increasing
relevance
of
qualitative
methods
Rapid
Iteration
By
iterating
with
consumers,
you
can
shorten
development
cycles
while
increasing
the
likelihood
of
making
well-­‐
informed
decisions.
Validation
As
you
build
and
optimize
ideas,
sometimes
you
don’t
have
the
time
or
budget
to
validate
the
learning
through
traditional
approaches.
Opportunity
Identification
If
existing
data
reveals
a
problem
or
opportunity
in
the
marketplace,
there
is
often
a
need
for
more
context
to
formulate
a
solution.
Decision Risk

10. A
variety
of
tools
are
within
reach
– the
best
approach
depends
on
your
needs
and
objectives.

11. Examples
Video
Interviews/
Ethnography:
Millennials
share
brand
experiences
and
talk
about
what
it
takes
for
a
brand
to
trust
them
Branded
community:
Sub-­‐Zero
collects
feedback
on
products
in
field
trials
to
prepare
for
launch.
Iterative
insight
community
:
Insurance
company
gets
rapid
feedback
on
experiences,
shares
new
service
ideas
and
captures
in-­‐depth
feedback

12. Five
key
factors
when
selecting
the
approach
that
best
fits
your
needs.
1. Sample Quality
2. Actionable Insights
3. Service Level
4. Budget
5. Speed/Agility

13. 1.
Sample
Quality
The
foundation
of
good
qualitative
research
consists
of
qualified
and
articulate
participants.
• How
are
participants
recruited
and
verified?
• What
type
of
targeting
and
screening
are
available?
• What
level
of
participant
engagement
should
you
expect?
Example:
Ever
sit
behind
the
glass
in
a
focus
group
and
wonder
who
the
consumers
are
and
how
they
past
the
screener?

14. 2.
Actionable
Insights
Actionable
results
often
depend
on
the
depth
of
insights
along
with
the
ability
to
adjust
and
iterate
with
consumers.
• How
many
touch-­‐points
with
participants
can
you
have?
• How
much
time
will
participants
spend
during
each
interaction?
• What
tools
do
you
have
to
engage
and
learn
from
participants?
Example:
Ever
ask
an
open
ended
question
to
get
a
bunch
of
one
word
responses?

15. 3.
Level
of
Service
The
right
provider
will
save
your
team
time
through
great
self-­‐
service
features,
automation
and
expert
support
and
services.
• What
services
are
available
to
insure
I’m
successful?
• Are
activity
templates
available
to
make
design
and
setup
easier?
• What
types
of
automation
are
used
for
moderation
and
reporting?
Example:
Ever
try
a
new
tool
and
find
out
that
there
is
no
way
to
get
ahold
of
someone
for
support?

16. 4.
Budget
Online
qualitative
can
significantly
stretch
your
research
budget,
helping
teams
make
more
informed
decisions
everyday.
• What
is
the
total
cost
per
participant?
• How
are
participants
rewarded?
• Are
there
subscriptions
available
and
what
are
the
benefits?
Example:
Your
budget
is
significantly
cut
and
you've
been
tasked
with
coming
up
with
recommendations
on
how
to
"fix
the
advertising"
by
the
end
of
the
week?

17. 5.
Speed
&
Agility
Newer
online
approaches
can
get
you
results
fast,
along
with
the
ability
to
adjust
your
questions
and
iterate
ideas
as
you
learn.
• How
fast
can
they
launch
and
recruit
participants?
• Can
you
adjust
your
activities
as
you
learn
on-­‐the-­‐fly?
• What
types
of
instant
reporting
are
available?
Example:
Ever
do
research
just
to
find
out
the
results
create
more
questions
that
require
more
research?

18. ü They
save
time
and
money.
Teams
that
choose
agile
iterative
insight
communities
can
adjust
to
research
insights
faster,
improving
their
speed
to
market
while
avoiding
rework.
ü They
can
iterate
quickly. Instead
of
speaking
to
research
participants
once,
marketers
can
engage
in
conversations
over
days
or
weeks
enabling
teams
optimize
quickly,
bringing
better
products
to
market
faster.
ü They
make
the
right
decisions.
Online
participants
are
more
likely
to
tell
researchers
the
truth.
They
won’t
be
nervous
or
shy
giving
marketers
more
informed
learning
to
launch
successful
initiatives.
Companies
that
opt
to
leverage
online
qualitative
stand
to
benefit
tremendously.

19. Vendor
Comparison
Worksheet
Provider A Provider B Provider C
Sample Quality
• How are participants recruited and verified?
• What type of targeting and screening are available?
• What level of participants engagement should you expect?
Actionable Insights
• How many interactions with participants can you have?
• How much time will participants spend during each interaction?
• What tools do you have to engage and learn from participants?
Service Level
• What services are available to insure I’m successful?
• Are activity templates available to make design and setup easier?
• What types of automation are used for moderation and reporting?
Budget:
• What is the total cost per participant?
• How are participants rewarded?
• Are there subscriptions available and what are the benefits?
Speed/Agility:
• How fast can they launch and recruit participants?
• Can you just your activities as you learn on-the-fly?
• What types of instant reporting are available?

20. Thank
You
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