Online Qualitative Research: A Powerful Tool With Amazing Benefits

This newsletter article discusses a couple of the more popular types of online qualitative research techniques. The importance of understanding when these methods would be useful brand strategy tools is key to developing a stronger link between brand and customer. Read this article to gain insights into these powerful tools.

Find Geographic Dispersion By Staying Put

You’ve heard a lot about it, you may have even dabbled in it – the popularity of online qualitative research (OQR) has grown substantially in recent years. Not so much for cost-saving purposes, but when done for the right reasons, for its benefits. The savings are primarily garnered from the money and time that are not expended on travel to research facilities, not to mention “savings” from sharply reduced travel fatigue. The potential to cost effectively obtain low-incidence/“specialized” samples who tend to be geographically dispersed is a major advantage that perhaps only OQR can offer. A compelling bonus is the ability to access younger, Internet-centric audiences.

Catch the Young & the Restless, or the Busy & Complex

For example, you want to reposition your brand. Your key target users, busy corporate executives who are constantly on the road, are difficult to pull into focus groups or interviews. Strategy development may involve complex marketing elements, possibly with several rational and emotional factors underlying purchase consideration. Not an uncommon situation. A perfect candidate for Online Bulletin Boards, which typically take place over several days. These result in a rich, ongoing dialogue because respondents have time to weigh their thoughts and feelings to impart more in-depth reactions. Its advantages are shown below.

Online Bulletin Boards

 

Elusive Sample in Real Time

Another popular form of OQR is Online Video Focus Groups (or IDIs). These are essentially webcam-enabled sessions that might be characterized as a step between traditional and Bulletin Board focus groups, providing some benefits of each. When response immediacy and group dynamics are more critical for your product among a “specialized” target, Online Video Groups may be the way to go. Its features are diagrammed below.

Online Video Focus Groups

 

Both methods accept multi-media stimuli such as concepts, ads, web pages, etc., provide instant transcripts, and are ideal for sensitive topics. And to top it all off, respondents are in the comfort of their homes to foster candid responses.

Toolbox Power

There are many situations where Online Qualitative Research would not be advisable (e.g., product requires sensory response, primary target is comprised of seniors or young children, nuances of tone and body language are key).

HOWEVER,

• If your target is difficult to pin down (on-the-move, young, etc.) or has minimal market presence
• If your topic is sensitive or complex
• If you need to learn product benefits provided by extended panels
• If you need to hone your brand strategy over a relatively short timeline

OQR might just be the smart approach. Choosing the appropriate methodology per your research objectives and your target is key. OQR is a powerful tool to have in your toolbox for the right situations – particularly when it comes to strengthening connections between user and brand. Consider doing it for the benefits.

This article is from Strategy Matters, a periodic newsletter from MARAfriedman Brand Strategist, which covers brand strategy issues and associated research toolbox options. More information is available at www.MARAstrategist.com.

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