Online Qualitative Research
Doyle was one of the original entrants to the now burgeoning world of online qualitative. Twelve years after our first bulletin board, we remain forward thinking, continuously researching new platforms and launching new methods. Online qualitative is more a venue than a method, as many qualitative methods can be conducted online or, increasingly, via mobile devices. Online approaches can be real time, such as webcam focus groups and IDIs, or asynchronous, such as bulletin boards. Online research conducted over time often includes individual activities as well as group conversations, and yields nuanced, rich feedback unlimited by the “talk time” constraints of a real time session. Additional advantages to online qualitative include greater respondent candor and convenience and geographic specificity – studies can be local, national, or even international, with no travel needed.
“You did a wonderful job managing the project, moderating the interviews, and turning around the topline so quickly! The team is definitely sold on the benefits of online qualitative!“
Shopper Insights Manager | General Mills