Online White Paper:

Group discussions on sensitive topics

As part of a large branding study, a leading pharmaceutical company initiated a qualitative research project that focused on patients who have been diagnosed and are living with a particular sexually transmitted disease. The project involved finding respondents who were willing to talk about sexuality, the impact of the STD on their lives and treatment.

The study included patients who use the client’s drug and those who use a competitors’ drug(s). Additionally, the client needed to have a representative sample in terms of demographics, geographic location, sexual orientation, length of time since original diagnosis, and the degree to which the STD affects respondents’ lives.

Although many times researchers suggest depth interviews (or 1-on-1s) for sensitive topics, online bulletin boards – Qualboards - were used for the following reasons:

• Need for anonymity
• Sensitive nature of the topic
• Ability to find respondents who met strict qualifications (using a national sample)
• Need to have respondents talk candidly about details of treatment and sexuality
• Ability to utilize group interaction

Using creative recruiting efforts, 20/20 Online recruited two bulletin boards of qualified respondents to participate in this 5-day online discussion. Respondents were able to express themselves openly without fear of facing someone (or a group of people) in person, and they were able share insights and discuss issues with other people suffering from the same STD.

By using Qualboards, the client company benefited from the richness of group interaction with the depth of 1-on-1 interviews. Moreover, the client company saved money by not renting a focus group facility for several days of 1-on-1 interviews or paying for travel expenses

For more information about Qualboards or online qualitative research, contact by email or call her at 800-737-2020 ext 23