The rapid growth and acceptance of online research has led to an increase in the online qualitative methods available in the marketplace. In the Web 2.0 world, where harvesting consumer insight is critical, what are the online qualitative tools and techniques that can help you accomplish your research objectives? The following whitepaper takes an in-depth look at the online qualitative arena, provides you with info about iModerate's qualitative-quantitative solution and gives you the information you need to help you navigate this landscape effectively. Download this presentation here: http://www.imoderate.com/White_Papers

1. Navigating the Online
Qualitative Space

2. The Growth of Online
Qualitative
OFG’s started Mid 2000, an In 2010,
in 1994 influx of online qual is
companies and expected
techniques to grow 41%

3. Why Online Qual?
To satisfy the same objectives as offline qual…
Understand
Develop
feelings, values &
hypotheses
perceptions
Capture language
Generate ideas
& imagery

4. The Difference
Cost
Speed
Broader
access
to
respondents
Technology
More
mediums
Where
people
are
talking

5. So Many Choices
MROC
1 on1
OFG
BBFG Social
Media

6. What Do Your Objectives Call For?
Point in
Platform Dynamic Voice Anonymity
time
Text Group Synch Passive Visible
Video Individual Asynch. Active Anonym.
Mobile

7. Traditional vs. Non-traditional
Offline
New-
to
online
online
Groups Social media
IDI’s Communities
Ethno Hybrid

8. IDI
Description
• Individual, in-depth interviews between respondent and moderator
Benefits
• Intimate, one-on-one setting
• Full deliverables
• Greater flexibility
• No groupthink
• Interviews are more personalized and focus
Limitations
• Fall short with objectives that benefit from group dynamic
• Not conducive for objectives that require respondents to ponder
over responses

9. IDI Applications
Sensitive subjects
Quick insights
To seamlessly add qual to
quant

10. IDI Example
Client
National Retailer
Audience
Individuals who live within two miles of their location and have
purchased a beverage there within the last 30 days
Background
This retailer wants to test the concept of incorporating a “beverage
center” into their stores
Research objective(s)
• See if they understand the concept of a beverage center as it is
described to them
• Understand the value, if any, that a beverage center would provide
• Gauge whether having this beverage center would make them a
“beverage destination”

11. IDI Quick Hits
Synchronous
Text
Video
Active
Voice
Individual
Anonymous

12. Online Focus Groups (OFG)
Description
• 6-8 person group discussion led by an individual
moderator, online equivalent to traditional face to face FG
Benefits
• Group dynamic allows for interaction
• Robust and engaging
• Easy video and stimuli incorporation
• Safe jump from traditional
Limitations
• Moderation can be challenging
• Subject to group dynamic
• Scheduling difficulties

13. OFG Applications
Ideation, brainstorming,
concept and ad testing
In-depth discussions on
anything with focused
moderation

14. OFG Example
Client
Media & Entertainment
Audience
Individuals 18 plus with cable or satellite television service who
watch more than two hours of television a week
Background
This company want to start generating ideas for new sitcoms to
launch in fall 2012
Research objective(s)
• Gather feedback on what sitcoms/characters they are attracted to
• Uncover what is missing from the sitcom landscape
• Generate fresh ideas to base further brainstorming on

15. OFG Quick Hits
Synchronous
Text
Video
Active
Voice
Group
Visible

16. Bulletin Boards (BBFG)
Description
• Interactive group discussion led by a moderator that occurs via
postings over time
Benefits
• Produces a lot of qualitative feedback
• Allow respondents to reflect and think about their answers
• Conducive to hybrid research
• More respondents than OFG (10-30)
Limitations
• Difficult to probe
• Responses are not top-of-mind
• Subject to group dynamic
• Can be slower than other online qual methods
• Tougher to switch directions on the fly

17. BBFG Applications
Letting ideas materialize
over time
Exhaustive, journal type
research
Product and packaging
tests

18. BBFG Example
Client
Publishing Company
Audience
Men and women who purchase three plus fiction books annually
Background
This company is publishing a new book of short stories and wants to
get an idea of which ones resonate in order to promote it effectively
Research objective(s)
• Assign 1 story every three days and gauge which stories are most
enticing
• Find out which stories mesh best with the author’s current image

19. BBFG Quick Hits
Asynchronous
Text
Mobile
Video
Active
Voice
Group
Visible

20. Ethnographies
Description
• Online observation to capture human behavior in its natural
context
Benefits
• Captures how people behave, interact and perform tasks
• Much easier than in-person ethnographic research
• Often called one of the more “honest” research approaches
• Yields more than just transcripts, more robust picture
Limitations
• Relying on participant, not active probing
• Can still be a lengthy and involved process for participants

21. Ethnographies Applications
Usage tests
Uncovering unspoken
patterns and habits
Understanding experiences
and relationships

22. Ethnographies Example
Client
Consumer Packaged Goods Company
Audience
Mothers of children under the age of 15 who are the primary grocery
shopper in the household
Background
This company has just redone their packaging for a popular
children’s cereal and wants to test shopper’s reactions in a virtual
grocery aisle
Research objective(s)
• Understand if the brands cereal box is recognizable and stands
out amongst the competition
• Gauge the shopper’s overall reaction to the packaging while in the
store

23. Ethnographies Quick Hits
Synchronous
Asynchronous
Text
Mobile
Video
Passive
Voice
Individual
Visible

24. Communities (MROC)
Description
• Network of targeted individuals brought together in a social space
to participate in ongoing research activities
Benefits
• Dedicated respondents, customer connection
• Ability to keep going back to same “pool” for research
• Allows for all research activities (qual, quant)
• Ideal for longitudinal
• Engaging, ideal for sharing within the participant pool
Limitations
• Expensive and time consuming
• Can be difficult to manage
• Findings don’t come overnight
• Difficult to keep participants engaged

25. MROC Applications
Getting consumers involved
in your business
Creating brand advocacy
Innovation
Finding out how your target
interacts

26. (MROC) Example
Client
National Beverage Retailer
Audience
Customers who frequent their establishment more than 3 times a
week
Background
Out of a demand for more weekly coupons and deals, the company
has decided to roll out a weekly “hot deal” on their beverages
Research objective(s)
• Get qualitative feedback on their weekly “hot deals” before they
are finalized as promotions
• Understand how to best deliver these deals (what medium(s),
channels to use every week)

27. MROC Quick Hits
Synchronous
Asynchronous
Text
Mobile
Video
Visible
Group
Active
voice

28. Social Media
Description
• Collection and analysis of social media activity to gain insights
Benefits
• Ability to pull from a huge sample source
• Feedback is unassisted, unfiltered
• Listening to consumers where they speak out
• Quick analysis (quant output available)
Limitations
• Noise and misinterpretation can be a factor
• Methodology not scientifically proven
• Sampling issues
• Doesn’t offer ability to probe easily

29. Social Media Applications
Listening in on consumers
Campaign tracking and
measurement
Identifying trends
Brand management

30. Social Media Example
Client
Electronic Company
Audience
General consumers
Background
This organization has recently undergone a brand makeover
complete with new tagline, mission statement and consumer
promise and has launched a huge multi-platform campaign to get
their new messaging across
Research objective(s)
• Track social media mentions and get a sense of people’s
sentiments toward the campaign
• Gauge if the campaign message is resonating or if people aren’t
buying it

31. Social Media Quick Hits
Asynchronous
Text
Mobile
Video
Passive
Voice
Group
Anonymous

32. Summary
Online qualitative is on the rise thanks to factors
such as speed, convenience, cost, technological
advancement and communication preferences
…and there are more approaches now than ever!
Choosing the right one comes down to:
• Mapping out your objectives
• Gauging the type of features, platform, and dynamic they call for
• Understanding the limitations, benefits and utilities for each
method
• Leaning on trusted research partners to help guide you