The Essential Guided Tour to the Universe of Online Qualitative Research

1. The Essential Guided Tour to the Universe of Online Qualitative Research

2. Planet OFG Online Focus Group (Sometimes OLFG or VFG)

3. Recruit & invite Design interactive DG Meet in Waiting room Conduct group via txt and exercises Instant transcript Synchronous Observers

4. Different types of platforms Allow interactive exercises, probing, projectives mark up stimulus, show videos, etc

5. Lets see a couple https://play.itracks.com/media/FlashDemos/OLFG/demo.html http://client.visionslive.com/demos/videos/full/ www.theclickroom.com

6. Techniques for OFGs • Prepare most Qs beforehand to save typing • Turn Qs into interactive exercises • Incorporate images and props • Give examples • Explore experiences step by step Image from www.pluggedinco.com

7. 10 reasons to use OFGs • Less groupthink, chance of domination • Spontaneously expressed reactions • Even out social inequalities (chat has no accent) • Anonymity for sensitive topics (not seen) • Convenience and psychological safety of home /office • Client observers can send private notes • Instant transcript • Green & unaffected by volcanoes • Appropriate for products & services bought online • The ideal medium for teenagers

8. When not to use OFGs • If sample not online, uncomfortable online or identities unclear • If possible technical problems • If you want live group dynamics and social interaction • If study is highly confidential • If you need physical testing (can be combined) • If you want to know why they don’t do something online!

9. Drawbacks of OFGs • Chat groups cover approx 1/3 less as typing takes longer • Better typists have an advantage • Responses come in out of sequence • Probing takes longer • Some respondents don’t fully master the tools • Moderator has less sense of individual differences • Less spontaneous interaction between respondents • Not sure if you have their attention all the time BUT Many of these are addressed by asynchronous formats where people have more time and opportunity to express themselves and interact.

10. Don’t forget to choose your day and time for your OFG

11. International OnlineQualitative Research Robin Shuker robin@biaresearch.co.uk BiA Research 11

12. International Experience • Online research consultancy established in 2005 • focus on UK retail brands. • Pioneered online focus groups and evolved international methodology. • Multilingual team co-ordinated from London with extensive networks in local markets – Any language and Any country • Robust 3rd party technical platforms and panel partners - we choose the best for each particular project • over 300 groups • using ebox, n qual, itracks. Visionslive • Make sure the supplier you work with is technically robust – speak to some of their clients

13. Our Perspective Digital is the international language of choice for today’s consumers. Our approach uses online communication to create conversations with people that are more honest and open than traditional research methods, leading to greater insight and more cost effective solutions. We also recognise research must be totally inclusive and we utilise traditional f2f methodologies as required(e.g.recruitment) .

14. Your perspective Challenges in conducting international Qual - OFFLINE • Language • Sourcing international partners and briefing • Sample recruitment • Consistency in method and interpretation • Managing the process, knowledge sharing between markets • Cost of client viewing/communication • Timescales 14

15. Key benefits International OFGs Overcome cultural differences in communication Greater levels of participation in developing markets English discussion guide to ensure consistency Client observers from different locations can view Instant transcript for rapid translations (if required) Massive reduction in travel costs and timeline The ideal medium for those with broadband of all ages Bulletin boards for over 65’s 15

16. In practice – lessons learnt • Use research networks to recruit local qualitative researchers (offline) • Sector experience more important than online experience • Select moderator fluent in English and keen to get into online groups • Select software partners with robust and proven platform • Consider server location and broadband speed in local market. • Evaluate online panel recruitment v local recruitment methods • Seek guarantees on deliverables ( USA v Japan) 16

17. In practice lessons learnt • Draft moderators guide in English and get translated – by local moderator • Train local moderator using proposed group discussion and stimulus • Utilise skype for ease of communication • Local moderator to contact all participants before session • Log in as observer to check there are no set up problems • Have tech support in direct contact with local moderators 17

18. Online focus groups - China Decision making Whiteboard provides flexible space for creative exercises Observer chat box for you to discuss what’s going on and tell us what you’re thinking! Respondent chat box allows for group or individual questions

19. Analysis of findings • Provide PowerPoint template as part of the briefing process and example of style required • Translation of transcripts often not necessary and outside budget – but get verbatim comments in English • Discuss presentation on skype etc • Pull together whiteboard exercises 19

20. Homepage 1

21. Japan 21

22. Chinese 22

23. Homepage 1 Search section noticed and be used by majority Useful links but a bit small Quirky modern fun – symbol of UK Inspirational Britain weather is not great for beaches Pretty but too big Map a good idea, but s bit big Season too dominant and is it current or when travelling? Inspiring Reflects others opinion Useful as it highlights great places, useful links Fun and Interesting Best things to do Broad choices then more narrowed Like being able to look at different landscape Lot of interesting in History and culture

24. In summary • Proved effective with all age groups and in developing countries (India, China) as well as more mature markets ( Europe) • Online focus groups can be most the cost effective and easy to manage qualitative research methodology • More controllable than other online options Any questions email robin@biaresearch.co.uk 24