Thank you for the presentation.

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. When it comes to online
qualitative, which are you?
Wanna-Bee New-Bee Killer-Bee

3. Agenda
• Definitions
• Best Practices
• Moderating Tips

4. What is longitudinal research?
• Extended period of time
• Same subjects
• Repeated observations

5. Online longitudinal is also …
• Private, secure site
• Targeted, invited members
• Professional moderator(s) or facilitator(s)

6. Can provide deep insights
• Stay in continuous touch with consumers
• Learn about needs, lives, preferences
• Engage members with brands/company

7. Extremely flexible
• Focus on single topic or explore multiple issues
• Combine methods/techniques
• Change/adapt mid-course

8. Two common formats
• Online communities
• Extended qualitative panels

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. 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. Challenges of longitudinal methods
• Preventing attrition
• Sustaining momentum
• Keeping clients engaged

12. “An Even Dozen”
Best Practices

13. 1. Focus on the objectives
• Research only? Engagement? Innovation?
• Single issue or many?
• Yardstick for success
• Deliverables

14. 2. Plan where you are going
• Flow/schedule
• Size
• Duration
• Activities
• Logistics

15. 3. Educate and involve clients
• Set expectations for observing
• Schedule regular de-briefs
• Assign reporting tasks

16. 4. Screen for the right people
• Involved in topic/brand/category
• Share common interests/passions
• Willing to contribute over time

17. 5. Prepare for attrition
• Over-recruit generously
• Set expectations early
• Follow up with stragglers
• Manage incentives

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. 7. Be open and transparent
• Identify the sponsor and purpose
• Share how they impact the project/brand/company
• Be honest and encourage candor

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. 9. Pace content and flow
• Keep your own energy level high
• Avoid information overload
• Plan breaks in the schedule

22. 10. Listen and respond
• Communicate early and often
• Show you’re listening
• Pay attention to what they want to talk about

23. 11. Project your personality
• Demonstrate personal interest
• Ask questions the way you would talk
• Convey your online “persona”

24. 12. Mix it up, try it out
• Vary methods and tasks constantly
• Incorporate new topics
• Use visuals and sound
• Experiment!

25. “And Five More”
Moderating Tips

26. Communispace panelists say the single
most important factor in keeping a
panel alive and engaged is the skill of
the moderator.

27. 1. Craft questions carefully
• Aim for clear and compelling, yet conversational
• Write “dialog”
• Avoid repetitive questions

28. 2. Probe to show you are listening
• Tie comments together and probe
• Incorporate probes into new questions
• Probe contradictions

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. 4. Use online tools
• Software platform management tools
• Email, phone, text messages
• Private email to address problems

31. 5. Adapt projectives
• Personification
• Brand “party”
• Picture sorts
• Collages
• Website “scavenger hunt”
• Letters
• Announcements
• Obituaries
• And many, many others

32. Liz Van Patten
Consumer Advisory Panels
Lvanpatten@aol.com
631-283-7842
All contents © 2009 Liz Van Patten