The document summarizes how qualitative research methods have moved online over time, from early text-based online focus groups and forums to now utilizing video, mobile technologies, and social media. Key developments include the rise of online video focus groups and multimedia platforms that combine text, video and images; the growth of mobile research via text messaging and smartphones; and the emergence of online communities for market research that utilize social networking platforms and gamification techniques.

1. The Online Revolution
in Qualitative Research
Liz Van Patten
Consumer Advisory Panels
October 27, 2011
All contents © 2011 Liz Van Patten

2. Agenda
• Mainstream
meets broadband
• Landline to
mobile
• Digital town
square

3. Mainstream Meets Broadband

4. Once upon a time …

5. In-person methods
• Since the 1950’s
• Focus groups
• In-depth interviews & ethnographies
• Same place, same time
• Verbal communication
– Other activities as tools
o Projectives
o Collages
o Journals

6. Web = online text-based methods
• Since the early 1990’s
• Adaptations of web-based tools
• Real-time “chat” online focus groups
– Same time
– Same web location
• Asynchronous online “bulletin board” forums
– Different times
– Same web location

7. Online solves problems
• Tough recruits
• Geographic distances
• Sensitive topics
• Group dynamics management
• No travel costs

8. Threaded
responses
Moderator
question
Asynchronous bulletin board

9. Text-based methods have limits
• No facial expressions
• No body language
• Internet required
• Typing required
• Concerns about identity

10. Then things got interesting …

11. In-person
Online FGs
Virtual world
FGs
Email
discussions
Video focus
groups
Multimedia
platforms
Blogs &
journals
Video blogs &
journals
Bulletin
boards
Immersive
research
Digital
ethnographies
Extended
panels
Video bulletin
boards
In-person → text → video

12. Web-based video focus groups
• Real-time video-conference focus groups
– Same time, participant’s location
– Webcams provided
• Chat and other tools (Adobe Connect)
• Body language, facial expressions
• Not text-dependent
• One to six participants
• Recorded

13. Web-based video focus group
Webcam
conference
Whiteboard
stimulus
display
Multi-
function
chat

14. Uses for video focus groups
• Top-of-mind, verbatim responses
• Visual cues, seeing faces and gestures
• Stimulus-based research
• Usability projects

15. Multimedia platforms
• Asynchronous
• Combine video, photos, text
• “Whiteboard” can show any type of stimulus

19. Uses for multimedia platforms
• “Deep dives”
• Longitudinal studies
• Product testing
• Ad testing
• Ethnography
• Video reports

20. Immersive research
• Capture experiences as they happen
• Combines blogging, bulletin boards, video, images
• Mix of individual activities and discussion
– Journals
– Photo exercises
– Discussions
• Extended time allows more in-depth exploration

21. Breakfast on the go
I was called into work Sunday
morning the 14th
unexpectedly and had about
30 minutes to get ready. I
grabbed breakfast at [c-store]
on the way, it was around
10am. I ate while I was
driving. I bought a sausage,
egg and cheese biscut. I took
the sausage out though
because I don't eat meat. I
also bought a Dasani water.
The [c-store] was on my way
to work, I wanted a hot
breakfast and it was less
expensive than going to
McDonald's.

22. Brand exploration

23. Digital ethnography
• Consumer keeps detailed video journals
• Follow-up probing via text
• Used to understand behavior in natural
environment

24. Activities in the car

25. Uses for immersive research
• Category “deep dives”
• Understand consumers’ lives
• Finding “white space”
• Test concepts/products in real-life situations

26. In-person
Online FGs
Virtual world
FGs
Email
discussions
Video focus
groups
Multimedia
platforms
Blogs &
journals
Video blogs &
journals
Bulletin
boards
Immersive
research
Digital
ethnographies
Extended
panels
Video bulletin
boards
In-person → text → video

27. Landline to Mobile

28. Mobile is changing everything …

29. Phone focus
groups & IDIs
Phone/Internet
hybrids
Multimedia
platforms
Mobile (text)
research
Immersive
research
Smartphones,
cameras &
video
Blogs & vlogs
Social networks
Apps
Landline → mobile → text

30. • Phones used when in-person was not practical
– Phone-depths
– Phone focus groups
– Phone/Internet hybrids
• Challenges:
– Control group dynamics
– Show stimulus
Landline phone methods

31. Some stats
• 4 billion mobile phones in use worldwide
– 3 in 4 are SMS text enabled
– 1 in 4 are smartphones
• 6.5 trillion text messages worldwide in 2010
Source: Digitalbuzz

32. Mobile messaging research
• Questions asked/answered by SMS
• Real-time information
• Real-place information
• Up to 4-6 times a day
• Limits:
– 160 characters
– Hard to show stimulus

33. Auto-recorded responses
Spreadsheet or online forum
Question: If you've made a purchase in the last few hours, please let us know how you
paid for it (cash, check, credit card) and why you chose that payment method.
Fri 24/04 11:49 AM Jack Train ticket, paid with cash due to the amount of purchase three dollars
Fri 24/04 11:49 AM Michelle I paid a copay at drs office with visa checking card. I dont usully have cash
Fri 24/04 11:32 AM Simon Debit bc I am out of cash
Thu 23/04 1:29 PM Michelle Some special food I need for aliquid diet. bought at food lion with visa ceck
Thu 23/04 12:34 PMJack Debit card, no cash available
Thu 23/04 12:33 PMJack Debit card
Fri 24/04 1:30 PM Donna None.
Fri 24/04 8:27 AM Samuel didnt
Fri 24/04 8:25 AM Samuel Paid for parking last night - cash - small amtrak so made sense
Fri 24/04 8:00 AM Simon Used my debit card bc it was just a few bucks so not worth writing a check
Thu 23/04 9:46 PM Donna Paid for dinner in a restaurant with cash. I had the money on me and prefer
Thu 23/04 8:06 PM Jack Debit card, no cash and convenient

34. Uses for mobile messaging research
• Teens to 20’s
• Input during an activity (shopping, eating, TV)
• Tracking behavior away from home
• Lead-in to online discussion
• Anonymity
This methodology creates an almost
magic level of anonymity. Many
participants felt they could be 100%
honest because they were texting back
to someone they’d never meet or
interact with.

35. Word of the Year (2010)
“App” - noun, an abbreviated form of
application, a software program for a computer
or phone operating system
*Source: American Dialect Society

36. Smartphones are a game-changer
• 500,000 apps and counting
• Games
• Social networks
• Weather, maps, news, music
• GPS and location-based marketing
• Survey and ethnography apps
*Source: http://148apps.biz/app-store-metrics/

37. Phone focus
groups & IDIs
Phone/Internet
hybrids
Multimedia
platforms
Mobile (text)
research
Immersive
research
Smartphones,
cameras &
video
Blogs & vlogs
Social networks
Apps
Landline → mobile → text

38. Digital Town Square

39. Internet
Search
Usenets &
Message
boards
Organic
communities
Social
networking
sites
Online
research
communities
Blogs
Micro-
blogging sites
Online
qualitative
Internet → Search → Social networking

40. The power of groups …

41. Facebook stats
• >800 million active users
• >50% log in every day
• Average user has 130 friends
• >75% of users are outside the US
*Source: facebook, October 2011

42. Facebook mobile
• >350 million users access thru
mobile devices
• Mobile users twice as active
as non-mobile users
*Source: facebook, October 2011

43. Twitter stats
• 200,000,000 tweets per day
• 165,000,000 registered users
• Half use Twitter mobile
• 6 in 10 located outside the US
*Source: Twitter

44. Social networking sites
Community Sites
Facebook
LinkedIn
Foursquare
Yelp
Bebo (Europe)
Orkut (S. America/Asia)
Friendster (Asia)
Social Video/Images
YouTube
Vimeo
Livestream
Flickr
Social Bookmarking/News
Delicious
StumbleUpon
Digg
Reddit
Microblogging
Twitter
Jaiku
Tumblr

45. Social media monitoring
• New channel for information flow
• New ways to follow the conversation
• Brand monitoring
• Access to user profiles
– Access to users’ peers

46. Real-time crowdsource search

47. What are others saying?

48. How are they saying it?

49. Free tools to facilitate listening

50. Tools for social media monitoring
• TweetDeck
• HootSuite
• TwitteRel
• BlogPulse
• QuantCast

51. Best uses of social media monitoring
• Listening to the buzz
• Looking for trends
• Data mining
• “Kindling” for other qualitative methods
• Listening to tonality for advertising
• Locating early adaptors
• Web scraping – sentiment analysis

52. Market research online communities
MROCs will shock the qualitative
market research world. They provide
cheaper, faster, and newer types of
insights that today’s traditional
qualitative research modes, such as
focus groups, don’t currently provide.
*Source: Will Web 2.0 Transform Market Research?, Brad Bortner, Forrester Research, April 2008

53. Online research communities
• Social networking meets market research
– Group of consumers
– Common interests
– Participate online
– Secure site

54. Online research communities
• 200 to 400 members
– Targeted, invited
• Months, even years
• Branded (sometimes)
• Private, secure sites
• Professional moderators
• Variety of ways to interact

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

56. Best uses of online communities
• Trend spotting
• Early concept development
• Testing social media strategy
• Exploring attitudes and behavior
• Product innovation
• Directional insights
• Testing language

57. Benefits of online communities
• Deeper, unexpected insights
• Speed
• Collaboration
• Cost

58. Internet
Search
Usenets &
Message
boards
Organic
communities
Social
networking
sites
Online insight
communities
Blogs
Micro-
blogging sites
Online
qualitative
Internet → Search → Social networking

59. What’s next?
• Mainstream
meets broadband
• Landline to
mobile
• Digital town
square
• Gamification!

60. • Use of game design techniques to engage audiences
• Encourages people to perform chores they consider
boring (e.g., surveys)
Gamification

61. Liz Van Patten
Consumer Advisory Panels
Lvanpatten@aol.com
631-283-7842