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What is Online Qualitative Research

What is Online Qualitative Research
18/04/2022

What is Online Qualitative Research? In short, it’s a form of methodology researchers use to understand the perceptions of consumers and customers by asking in-depth questions to produce detailed opinions and thoughts regarding a topic chosen. There’s the short and sweet version; in truth, Online Qualitative is a blanket term for several different types of research methods all with the common goal of taking place within the digital world, and don’t produce Quantitative Data.

Like normal Qualitative Research, the online variants can cross over and are sometimes used simultaneously to produce key insights. Methods such as Bulletin Boards and Live Chat Groups can be used together before or after methods such as Online Focus Groups or Diary Studies as additional tasks to produce a higher amount of quality responses. Meaning sometimes there’s not a clear distinction between the methods, but all offer different benefits and should always be tailored around what a brand is looking to achieve with research (that goes for all conducted research!).

One of the key distinctions is the choice between whether when the research is going to take place – whether it will be synchronous or asynchronous (does the research need to be time-bound or is it an ongoing piece of research). Alongside the where will the respondents come from – is it going to be an ongoing community or recruited specifically to take part in this specific piece of research.

There are arguments amongst researchers as to whether what approach is better from a research point of view, traditional or online style. The arguments come from that a researcher has a better interpretation and acuity within traditional methods due to participants’ tone of voice and body language, there are also subtle tells such as clothing and imagery of the respondent, alongside small talk and willingness to share. The support within the online platform feels that social pressure can prevent people from being honest and forthright due to the ability to have an anonymous online environment where they can share their views without the fear of social sanction.

For more information on  What is Online Qualitative Research  talk to  Vision One Research

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