The document outlines various online qualitative research methods such as live online focus groups, bulletin board focus groups, and individual depth interviews, detailing their processes and applications. It emphasizes the importance of choosing the right method based on the type of feedback desired and provides insights into participant engagement and incentives. Additional details include guidance on getting started with online qualitative research tools and effective participant recruitment.

1. Online qualitative research
methods

2. The various different methods
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Live online focus groups
Bulletin board focus groups
Market research online communities
Qualitative research panels
Diaries, blogs and journals
Individual depth interviews

3. How these methods work
• Questions are posted and responses given in
writing (rather than verbally or via webcam)
• Usually both researchers and participants can
upload images, videos or other files as part of
their questions or answers
• Typically it is possible for observers to login to
view the research in real-time or retrospectively
• Participants are normally given their incentives
after the research, rather than beforehand (as
for face to face research)

4. Choosing between methods
When you require mainly top-of mind feedback, and group interaction,
live online focus groups may well be the best option
When you want mainly considered feedback, and some group
interaction, bulletin board groups can be most appropriate
For research in which you seek the most in-depth feedback then depth
interviews may be most appropriate
Communities are potentially a major commitment, in terms of time and
cost, so best considered only once experience has been gained running
smaller ad hoc online

5. Some example research
applications
• Product testing
• Concept development
• Customer experience and
satisfaction
• Advertising and marketing
communications
development
• Category management
• Employee engagement
• And more…..

6. Live Online Focus Groups
Also known as synchronous online focus groups
Usually take place over 1.5 – 2 hours
Typically involve 4-8 participants and 1-2 moderators
Participants will usually write an average of c1,000 words

7. Bulletin Board Focus Groups
Otherwise known as asynchronous online focus groups.
They can sometimes be referred to as BBFGs.
Usually take place over a few consecutive days
Typically involve up to 30 participants, though can be larger
Participants will usually write an average of c1,000 words

8. Market Research Online
Communities
Usually run over several weeks or longer
Includes moderator-led research, though members are usually
expected to begin and run their own discussion threads and/or
to participate in other members’ discussion threads
Members typically incentivized through a points system, rather
than receiving an incentive after individual research studies
Often a community will include quantitative research rather
than being exclusively qualitative, from quick polls to surveys

9. Qualitative Research Panels
Usually set up to run on long term basis, over several
months or longer. Panels may be exclusively qualitative,
with no quantitative research
Mainly or exclusively involve moderator-led research
studies, rather than member-led discussion threads
Research usually run as discreet studies rather than on a
more continuous basis (as in communities)
Members typically incentivized after individual research
studies

10. Diaries, Blogs & Journals
The terms diary, blog and journal are often used
interchangeably
They can be used for pre-tasks before either face to face or
online groups, or on a standalone basis for ethnographic
research
Whilst diaries and journals are private, a blog is public.
Diaries and journals are not designed to invite comments by
readers, whereas a blog is designed to do so
The moderator briefs participants on the frequency and
types of entries they are seeking

11. Individual Depth Interviews
Set up as a one-to-one interview between the participant
and the moderator, often referred to as IDIs
These can be run either in real-time or on an asynchronous
basis depending on the project brief
To the moderator and participants online IDIs look and feel
the same as live online groups or bulletin board groups
except that no participant sees any other participants’
answers.
Participants usually write an average of c1,000 words

12. Getting started
• Create an account on one of the online qualitative
research software tools (Google: Online qualitative
research software)
• Make sure you are getting access to the full version of
the software that you decide to try, for free, with no
strings or commitment
• Prepare a discussion guide in the same way as you
would for a face to face group
• Recruit a small number of colleagues, friends or (best
of all) friends of friends
• Try a live online group and a bulletin board group,
each with c4-6 participants
• Keep a track on how much time you are spending on
each stage of your research

13. www.mrqual.com