In our last three-day online qual forum / discussion bulletin board (whatever you want to call it!) on financial services, consumers made posts, each post an average of words long (and some much longer). In all, our participants typed words! Compare that to our last 2 hour group: 6274 words, from 8 people.
Concepts, ads, packs, products. qual and quant, U&As.
All through our beautiful online portal. We can mix and match:
- Live chat
- Qualitative community via discussion board, and
- Online surveys
Have you noticed how Easter is changing? I don’t mean the religious festival of Easter, but the domestic one, that time of year when people take a few days off work, spend time with family, and eat chocolate.
This year in Sydney, I am seeing home retailers promoting Easter with more than just chocolate.
FlexMR is the world leading online market research platform. They have recently released a whitepaper where they discuss the potential of Chat Bots for Qualitative Research.
In this whitepaper they reference an article I wrote about the 'moves' that a moderator and a participant make during a real-time group discussion and how we can use those 'moves' as the starting point for how a Chat Bot should be designed.
What's the best way to use stimulus material in qual?
Qualitative researchers can use a broad range of stimulus material to get much more out of the discussion.
In fact, we would even go so far as to say that the best focus groups (bulletin board and face to face) use stimulus material as the foundation of the discussion. The stimulus material should be closely related to the thread of the discussion and should be at the core of what participants are talking about, rather than an unrelated or occasional fun activity designed solely for engagement or involvement.