Online Qualitative
Online research provides a cost-effective and flexible alternative to traditional in-person focus groups and interviews.
Some of the benefits to conducting online research:
- No geographic barriers: Participants can be recruited worldwide.
- Easier to access difficult-to-reach populations: These can range from rural customers to top-level executives who might otherwise have too little time to participate in person.
- More cost-effective: Studies are often less expensive because travel and facility-rental expenses are eliminated.
- More flexibility with scheduling: Online research can be completed at any time of day.
- Easier access: Clients are able to view research sessions in real time from the comfort of their offices
MDRG’s online research capabilities:
Online bulletin boards
An online bulletin board is an interactive platform that allows researchers and participants to conduct virtual dialogues. Bulletin board discussions unfold over extended time frames (typically two days to two weeks). The platform allows for up to 25 participants per study - providing larger, more in-depth information than other qualitative research methodologies. The research method is convenient and flexible since participants can log on to answer questions at any time of day.
Online bulletin boards offer a unique venue to test visual content, including logos, images, concepts, commercials or websites. This gives consumers the ability to mark up text and visual images, providing clients with direct feedback.
WebCam interviews and focus groups
Think of this as a virtual version of traditional in-depth interviews and focus groups. Discussions take place online using webcams, allowing MDRG to capture the body language and facial expressions of participants. Webcam interviews are useful for any study requiring face-to-face communication, and they add the convenience and flexibility of online research. They are ideal for creative testing, product/brand development and exploratory research.
Telephone-Online In-Depth Interviews
The interviews are conducted over the telephone using an online Web Ex platform to show participants print, television or website ads and creative concepts. Clients have the ability to “participate” in the interviews by listening to the interview in a muted sub-conference and view the ads or creative concepts real time with the participant. The viewing of the ads is controlled by the moderator to ensure appropriate pacing of the interview.
