Qualitative research in the internet - advantages besides saving time and costs

"Being online" has become an inherent part of our lives - and not just the lives of the youth. Older target groups also use the internet for communication, research and consumption on a daily basis.

The interest in online research is still very high - and so were the numbers of visitors at the GOR 09 in Vienna and at the BVM symposium for qualitative internet research in Frankfurt. High quality online research is more than just a time- and resources-saving way of conducting research. It has more and more developed into a method that offers substantial added benefits.

Qualitative online research is an intelligent means to generate new insights about target groups and their consumption behaviour online and offline. For this purpose the methods of online research must be subject-oriented and sensitive to the respective target groups. Online methods also open up new possibilities for qualitative market research. Compared to offline researches they present clear advantages in several areas:

• Authenticity and expressivity without limits
  The internet increases the possibilities of expressing oneself and provides creative rooms for individual and authentic insights. Online diaries with screenshots, (mobile phone) photos, audio- and video comments and favourite links provide insights into both real and virtual living worlds of the consumers.
  
• Interlinking different methods and research steps
  Complex multi-stage study designs become more flexible and transparent when conducted online. Insights that are generated online can be processed before the next data collection phase starts and be used as stimulus material in this phase. In the same way, objectives and research questions can be adapted immediately, based on the generated insights.
  
• Great flexibility regarding content: one survey, different topics
  Internet users are used to dealing with different topics within a short period of time. Therefore, and unlike offline groups, it is no problem to discuss very different topics within one online group (for example hair care, financial crisis, leisure time activities). Within real-life group discussions, group dynamics hardly allow for quick and frequent topic changes.
  
• Identification of target groups that are difficult to recruit (for example creative lead users)
  Online methods like blogs and online diaries allow for a fast and cost-effective but also highly valid and transparent screening process for target groups that are hard to recruit.
  
• Commitment without social expectancy
  It turned out that online group participants which have been recruited offline feel as obliged to take part in the group discussion as offline group respondents. At the same time, the online anonymity encourages participants to give unfiltered answers regarding sensitive issues and prevents hierarchies and opinion leadership within the focus group. This is a particularly big advantage over offline surveys when it comes to expert groups.
  

• Transparency: have a look over the moderator’s shoulder
  Like in offline surveys, the client can witness all interactions with consumers in real-time. However, they have many more possibilities to actively take part in designing the research process. Online studies provide the client with permanent access to the generated content (online diaries, blogs, online group discussions).

• Subject-oriented selection and explanation of research modules and survey methods
• Professional online moderation by specially trained moderation teams
• Revealed respondent identities (following the data protection act)
• Real-life-recruitment of small / specific target groups
• Transparency regarding respondent activities and actual number of participants
• Clear communication of data protection agreements, freedom of participation and anonymity of the survey to the respondent.
• Research transparency for our clients who can act as virtual observers during each phase of the research

Want to know more?
If you are interested in further details about our online research, check out our homepage at www.g-i-m.com or contact Hanna Knorr (h.knorr@g-i-m.com, Phone: 0049-6221-8328-841) or Dr. Mohini Krischke-Ramaswamy (m.krischke-ramaswamy@g-i-m.com, Phone: 0049-6221-8328-743).

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