Online qual trends - 2013

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This paper highlights survey results of what market research industry experts believe to be the topical opportunities and challenges for online qual, as discussed at the Qualitative 360 Merlien Conference held in Berlin, April 2013. Industry experts; (n=120) drawn from those attending the Qual360 event, the Independent Consultants Group, and LinkedIn research professional forums; increasingly believe trends in online qual are moving to multi -method, integrated solutions, with a broad cross-section of online methods being used. The benefits of online qual are multiple, and lower cost is no longer the primary driver for use. These findings were consistent across the different professional audiences sampled.

The market
Multi-method integrated solutions
Online Bulletin Boards and Diaries are now well established as key components in the online qualitative toolbox, a trend which is forecast to continue with a quarter of participants reporting Bulletin Boards and Online Diaries would be used frequently over the next 12 months. Bulletin boards in combination with diaries and video provide real insight in real time

This growth has been driven by: Relative low cost and easeof-use; Forums encourage discussion without peer pressure - ideal for sensitive topics; Instant access over extended periods (i.e. inhome product placements).

Qual 360 2013 integrated research www.EXPOSUREresearch.com

Delegates reported Bulletin Boards are being used in many different applications as part of integrated multi-method research studies as well as for specific projects i.e. with hard-to-reach participants such as Doctors. The integration of mobiles into many platforms will likely see an increasing adoption this type of platform for preliminary tasks in research projects or as stand alone projects in their own right. Online text based focus groups for creative development are the best possible consumerstimulus connection Online Focus Groups (text and video) currently have relatively low penetraion, believed in part to be due to a lack of awareness, understanding and poor experiences of some early adopters. Commonly acknowleged that successful online groups require experienced moderators comoderating each group with the emphasis on the plural!

Online diaries are the best way to explore consumers habits in an emotional world

Bandwidth limitation in certain markets is one of the reasons online video groups often do not function effectively: something that is likely to be addressed in the near future with the rollout of better networks. However, the technological challenges of ensuring all responsdents have the right equipment and the difficulties of group discussion with multiple people in multiple locations suggests online video is most likely to be used for one to one interviewing.

MROCs continue to dominate

Market Research Online Communities (MROCs) have grown significantly in popularity over the last few years and this trend is expected to continue to accelerate. MROCs are believed to provide the best option of integrating the online qualitative research tools needed for stimulating the natural ongoing conversation with consumers; regarded as one of the major advantages of online qual research. Experts acknowledged that, while MROCs can have a relatively high setup cost, communities can in the long term offer considerable cost advantages as they have the potential to offer effective multimethod research with engaged customers and lightening quick project turn around. They do however require significant commitment from the the client/consultancy team to maximise the returns.

Qual 360 2013 integrated research www.EXPOSUREresearch.com

The benefits
Value: no longer simply the lower cost
We believe the growth in online communities, a key theme at the conference, also highlights the more strategic role that online qualitative research is now recognised to contribute in many companies long term research programmes: it should no longer be viewed as simply a lower cost alternative to face-to-face qualitative research. Speed of project turn around, customer dialogue and co-creation opportunities are all major drivers for use, along with international coverage.

Multi-media data you cant get any other way

Indeed, looking at the perceived benefits of online qualitative research as a methodology, while cost is a factor (especially for long term international projects) experts believe it should not be the main driver for use. Online qual offers many benefits, in particular the depth of data that can be achieved within relatively tight timescales by integrating a mix of online methodologies.

Experts believe the main benefits of online qual are:

Qual 360 2013 integrated research www.EXPOSUREresearch.com

The challenges
Historic misconceptions
In terms of future challenges, the misconception that online qual is solely a cheaper alternative to traditional methodologies, held by some clients and researchers still needs to be addressed by the industry. Online qual offers cost savings if exercised on sufficient scale, however, the increased costs of analysis may negate any advantages. Savings have to be looked at on a project by project basis.

Depth of data
Online qual can produce incredible depth of feedback particularly if integrating methodologies. Proving to clients the depth of data that can be delivered using technology effectively, and instructing newcomers in how to manage that data efficiently are topical challenges for the industry. Multi-media data brings fantastic opportunities, but requires careful management

Whilst there are clear advantages in getting real-time feedback from participants, analysing the volume of data generated can often be more arduous than in the off-line world. Managing large volumes of multi-media data and safeguarding respondent confidentiality are key issues that require attention. Clients often assume it will be easier because of the accessibility of the data but at times the sheer volume of data from engaged participants requires close project management and an experienced hand.

You get out what you put in

Probably the greatest challenge, requiring considerable thought and creative flair to be successful is in engaging participants throughout the research process, particulary when using a multi-method approach.

Clients need to recognise that managing the research process is time-consuming and successful online moderation and analysis can require considerably greater manpower to execute correctly. From managing the ongoing relationship with the respondents to succuessful moderation; time and resources need to be allocated in planning to ensure successful project delivery.

Qual 360 2013 integrated research www.EXPOSUREresearch.com

Conclusion
Spread the word
Raising awareness and understanding of the benefits of online qual will be important to both grow the sector and help combat the misconception that online qual is simply a cheaper alternative. Whilst online can certainly offer significant cost advantages for large scale international projects, there was universal recognition at Qual 360 2013 that the speed of project turn around, and the added benefits of ongoing customer dialogue and co-creation opportunities can bring additional depth of insight particularly when integrated with other on- and off-line methodologies.

Power of integrated methodologies

The examples of best practice highlighted at Qual 360 demonstrated the power of integrated online qualitative studies when executed properly. To succeed, a common theme noted was the importance of the partnership established between the client and the research consultancy in developing and implementing online research projects effectively.

Online research communities create an ongoing dialogue and relationship which must be reflected in the researcher/client relationship, i.e. a more open partnership with ongoing dialogue exemplified by the strategic partnership we have developed with Dell Paul Janowitz CEO icanmakeitbetter

We anticipate this will stimulate more involved and integrated client and consultant relationships, working more as a partnership and thereby expanding the capability and capacity of client insight teams: ultimately delivering an increased number of research activities, better customer understanding with greater business impact.

For further information please contact robin@EXPOSUREresearch.com or andy@EXPOSUREresearch.com

Qual 360 2013 integrated research www.EXPOSUREresearch.com