Q. What’s New in Research?
A. More than you might think! And most of it relates to technology.
In qualitative research, we can now do group discussions on-line. The on-line sessions can be in the form of:
- a “chat” with the facilitator posting questions and each respondent answering them as his or her time allows (usually over a pre-specified period). In this format all of the respondents can see what the facilitator has to say – but whether they see what all the other respondents say is up to the client and the facilitator.
- a more “classic” group plan with everyone reading the questions and responding in the same 1.5 to 2 hour time frame. In this format, all of the respondents usually can see what the others are responding in addition to what the facilitator asks.
The latest in on-line research discussions is web camera discussions. For these, the respondents must either have a web cam or be sent one to use for the discussion. They can see the facilitator and the facilitator can see them as the discussion goes forward.
| Great for: | Not so great for: | Instead of: | Drawbacks: | |
| On-line Chat | Reaction to new products or ads that can be shown on-line | Getting immediate initial reaction. There is time to plan and think about a response |
– Some Mall intercepts – Some Product/Ad Test Focus Groups |
– Not spontaneous – Can’t touch or try product – Lose body language, facial expression and tone of voice. |
| Classic on-line | Reactions to products/ads and to the way other people see them | Emotional reactions. They are typing their responses, not shouting or sobbing them | Some Focus Groups | -- Not as spon-taneous |
| Web Cam | One on one interviews, groups of 2 or 3 | Larger Groups – too confusing | One on ones with hard to reach respondents | Pricey |
