You might think online qualitative research is new and leading edge, even though it’s been around in some form for roughly two decades. As with many technology developments in commercial marketing research, our industry repurposed and modified technologies to meet our own needs.

Online qualitative really started with the online focus group, live text-chat sessions that were conducted in AOL chat rooms. The first known such session was conducted by Marian Salzman in 1992, but competitors quickly followed, and private chat rooms were not far behind.

The skills of group facilitation and qualitative insight hunting aka research are very similar. Which is why many qualitative research consultants, including me, also facilitate. But there are a few important differences. (Which might explain why so few facilitators also conduct qualitative research.) Co-creation is a fusion of the two.

Some skills are common to both

When I think about the researchers and facilitators I know, these skills and orientations are generally common to both groups. Continue reading →

There’s nothing quite so exciting as a brand new idea to a researcher – a chance to help a fledgling business get off the ground. Unfortunately, the budgets for professional research are not necessarily start-up friendly.

But the wise entrepreneur knows they need the insights to refine their ideas. Because even very skilled marketers have launched failed products. The Nielsen company, who studies this kind of thing, finds an 85% failure rate.

When we are approached by a start-up who wants help but has almost no budget, here are the steps we suggest they consider.

Research methodologies, especially real-time qualitative methods, force introverts to respond too quickly.
One would have to assume that many introverts would not choose to participate in a focus group discussion. Others will go with the plan to spend most of their time listening.
This is not a problem as long as everyone understands they are not recalcitrant or a recruiting error: they are just thinking quietly, and perhaps waiting to be asked for their view.

1. Think small
Qualitative is not projectable. It is about human truths. Think Shakespearean soliloquy: one memorable voice expressing lived experience. A small project is better than no project. A few in-depth interviews are better than many short ones.
You can do iterative or extended communities with smaller numbers. Collaborate with your qualitative specialist and you can figure out clever ways to get things done on a tight budget.