How to Leverage Online Qualitative Research, Part I

Making respondent assignments more affordable

Most marketers and consultants know what to look for in the implementation of in-person qualitative research techniques. However, many aren’t aware of easy ways to maximize their return on investment when using these qualitative techniques in an online environment.  Hence, the first in our series on maximizing the use of online qualitative research – reducing the cost of respondent homework assignments.

Homework Assignments

In-person qualitative studies often ask respondents to complete an assignment beforehand to provide insights into their brand perceptions, product usage, or category consumption.  While it is often necessary to provide additional incentives to compensate respondents for their time, online research opens up new worlds to make these assignments more affordable for the client, thus reducing the cost of the research:

1. Sometimes respondents are asked to sort through magazines to find pictures indicating their perceptions of a concept or a product.  This requires respondents to find suitable literature, spend time cutting out the pictures, and then paste them onto paper or poster board.  Online, lower cost – respondents can be asked to find clip art or images that evoke the same perceptions. Online methods reduce the need for any printing, and physical cutting and pasting.
2. Respondents are asked to provide a video of themselves using a product, and bring in the video.  The researcher also has to provide equipment sufficiently large enough for other respondents to see the video. Online, lower cost –video can be easily uploaded, with other respondents immediately able to view on their computer screens.
3. Respondents keep a diary of product usage, or their feelings regarding a product.  They have to remember to bring the journal with them, and the writing can be burdensome, particularly among certain populations. Online, lower cost – respondents can upload a journal at any time, recorded either by typing or voice activation.  BONUS: respondents can also post their journals online to a social network, and researchers can observe reactions to these perceptions among the respondent’s friends, providing access to a larger audience and more in-depth insights.

There are certainly times when the homework required by respondents necessitates a live, in-person group.  However, online methods offer new flexibility and the opportunity to reduce research costs in many situations.