Online Qual – not just a pretty face
When should you be using online qual tools?
I’ve spoken to a lot of researchers and agencies about online qual research this year, and while there are those that have quickly embraced it and reaping rewards, most remain interested but hesitant.
I regularly meet the same obstacles…
‘I’m interested but when it gets down to it, I know where I am with a traditional focus group’
or
‘We just can’t seem to find a project where we feel it’s relevant to use an online methodology’
For me, this boils down to a misdirected comparison between online qual and traditional workshops and focus groups. Essentially, online qual is a new paradigm, with it’s own unique set of benefits. It isn’t simply a cheaper or easier alternative to face-to-face research methods.
At Dub we believe there are a few of the key objectives that drive the choice to use an online methodology:
- Exposure and Reflection – do participants need to be exposed to stimulus before a live workshop, and do you want them to respond in a more thoughtful and creative manner?
- Creative Expression – do you want participants to be more creative in their expression and response to a task?
- Ethnography – are you looking to gather deeper, richer insights into the day-to-day lives of respondents, without a physical intrusion
- Collaboration – do you want to work ‘with’ respondents, and allow them to assume the role of designer, innovator, tester etc, and have a greater role in the development of new products and services beyond validation
If you’re nodding right now and/or saying yes to yourself, then our online tools and methodologies will deliver inspiration results to your research needs and creative challenges.
Categories: Co-creation, Market Research.
Tags: creative, ethnography, qual
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