There’s online qualitative research and then there’s online qualitative research. The latter involves really embracing the various online research software platforms and all they can offer. Like webcam response, which is the newest addition to our bulletin board focus group platform, QualBoard.
It took no time for Heather Mitchell, a senior moderator at Bloomfield, Conn.-based The Pert Group, to give this new feature a try. We recently caught up with Heather to find out why she was so eager to use it and what her first impressions have been. Here’s a sample of what she had to say:
Testing the technology: Webcam response in a bulletin board focus group is “one of the hottest new technologies,” according to Heather, which means that The Pert Group wanted to be one of its first adopters. They tested several platforms, but she says QualBoard quickly became her firm’s go-to solution, thanks to its ability to “incorporate multimedia (including video) in flexible ways that I have not experienced in any other platforms.”
First impressions: “You see things they wouldn’t otherwise think to tell you about, so it takes the insight to another level,” Heather says. “Whereas respondents might talk in a focus group about where they store something at home, you can’t get a good sense of the space constraints without seeing it for yourself. Respondents can tell you where they keep a product and that it works or doesn’t work for them, but you can’t appreciate it until you see it.”
Read the full article at 2020Research.com.