Editor’s note: Trish Lenahan is a moderator-consultant at Primary Insights Inc., a Lisle, Ill., research firm.
Qualitative research is an effective tool for discovering the emotional connections among products, brands and consumers. Online qualitative research, however, has been called a poor sister to traditional face-to-face research, as the subtleties of nonverbal communication are lost. Yet the strength of the written word - the depth and introspection of a letter or journal compared with a conversation - can make the output of online research a powerful alternative to the focus group, a different window into the soul of a respondent.
We have found real success using intensive pre-work prior to a group discussion board - essentially two stages of research. In our most recent case, each participant maintained a four-day journal of behaviors and emotions, followed by a three-day group discussion board. As the discussion board commenced, participants shared their learning from the journals, exclaiming about similar and different experiences among them. The shared journaling quickly opened the door to rich discussion over subsequent days and to personal enjoyment that, for some, was worth the time spent regardless of compensation. Over several days, one group shared a birthday and the hospitalization of a parent - supporting each other with words of celebration and concern as well as virtual cake and flowers.
Online research - whether pre-work journaling or the group discussion board - offers the unusual opportunity to send the participant out to their world and then have them return to tell you about it a number of times a day. Moments can be captured the day they happen, rather than recalled later. Shopping or pantry checks can be shared immediately. Busy people can give their thoughts when convenient, rather than at a particular time and place. Moments of pain or anger or joy can be shared in relative anonymity, identified by a first name or pseudonym.
To harness the power of online research, the moderator is the guide, the coach, the cheerleader and the one taking attendance - for the pre-work as well as the discussion board. Participants are anxious, wondering if they are doing things correctly, looking for the check-ins of the moderator to acknowledge their efforts, redirect as necessary and encourage their progress. And there are always those wondering if you notice their absence.
As with homework for traditional groups, there are important aspects to consider for an online assignment:
- For online research to be successful, participants must want to check in - to see what’s happened or make entries in the journal. The pre-work or discussion board questions need to be inviting, visually enticing for the participant and easily understood. There is little opportunity to reframe a question because participants log off with no intention of revisiting what has been completed.
- The moderator needs to be a trusted companion along the way, particularly for the independent portion of the research. As a real person caring about the respondent and their questions, the moderator sustains the respondents while they complete their tasks, validating and directing their efforts.
- As with face-to-face work, learnings from the pre-work stage are acknowledged and discussed, recognizing the effort of each participant. In addition, participant compensation reflects the total effort for all parts of the research.
- Selective use of incentives or prizes, if consistent in theme with the topic, can help maintain energy and involvement throughout the duration of the project. The most powerful incentive is the fun of participation. Yet, a lottery or product prize among those participating on schedule can motivate participants to keep the project top of mind. This level of involvement is key because a participant who keeps up with the questions has time to discuss and explore ideas with other participants, compared with someone doing two days’ worth of entries at once.
- The discussion board Web platform used should have a vehicle for quickly capturing attendance/participation, giving the moderator the information needed to understand who has yet to participate, as well as facilitating the award of any prize or incentive.
- As participants log in, complete the independent pre-work/journal and then log out, regular personal e-mails are vital communication to acknowledge and support their efforts. The e-mailing capability of a discussion board platform is critical to the care and feeding of online respondents, especially in a solo phase of the project.
Experience the depth
So don’t be afraid of the online environment - jump in and experience the depth that comes when participants feel free to share their thoughts and feelings from the privacy and sometimes anonymity of their computers. And let pre-work or journaling “prime the pump” - building shared experiences and community before the discussion starts.