Online Qualitative Research

Addison Research – Online Qualitative Research Methods
Qualitative Research made simple. Flexible, fast and cost-effective.

An innovator in market research methods, Addison Research is taking qualitative research online. Conventional methods of qualitative research include in-person interviews, focus groups, and/or behavioral observations. The challenge associated with these conventional methods, because they require in-person interaction, often lies in timing, cost, and restricted discussion methods.

Addison Research is the first research company in Nicaragua to offer an Online Focus Groups, Online Bulletin Boards, and Online Mystery Shopping.

Why/When to do Online Qualitative Research?

As one of the fasted growing segments in market research, online qualitative presents the opportunity to not only cut the expense of time and money during the recruiting process, but also offers access to a wider audience through greater sophistication in sample segmentation.

Additionally, preparing and running online qualitative research also involves far less administration than is the case with traditional, face to face qualitative research, making it a practical solution.

Online Focus Groups

Online focus groups are a highly effective market research tool. Our clients love them. They save the time and cost of travel while making it easier for participants and observers.

Most importantly, these benefits don’t require you to tradeoff for lower quality research. Online focus groups still facilitate the “brainstorming” dynamic that you get at an in-person focus group, where one participant’s comment sparks a comment by another participant and so on. The brainstorming dynamic enables the group to dig deep into an issue, so that the client can get a very clear picture of market acceptance of their product and of any issues they need to deal with.

Just as in a traditional focus group, where the client can listen in through a one-way window, the client can listen to an online focus group on a muted phone line. And we can use Web technology to poll participants similarly to a visual “show of hands” or “nod of heads” in an in-person group.

Since participants can’t see each other, making good impression is less seducing, they feel more comfortable and secure. Participates are also more open to sensitive topics because it is not an in-person session. It is also easier to involve hard to each respondents as there are no geographic limits and it is less time consuming for participants.

Online Bulletin Boards

Online bulletin boards are an online discussion that involves approximately 20-24 respondents. Bulletin boards are held over a specified period of time (usually 3-4 days). They are excellent for eliciting more in-depth comments on complex issues, as well as for allowing participation by individuals who would be difficult to gather collectively in “real time.”

Advantages:
  • Respondents can participate at their own convenience each day.
  • More time to mull over questions / implications
  • Each respondent has the time to articulate their responses and provide detailed answers
  • Opportunity to combine one-to-one and group approaches (e.g., can set it up so an individual cannot see others’ responses until they put in their own)
  • Clients can send private prompts to the moderator (from their observation room) to probe further on specific responses as they see fit.
  • Respondents can participate at their own convenience each day.
  • More time to mull over questions / implications
  • Each respondent has the time to articulate their responses and provide detailed answers
  • Opportunity to combine one-to-one and group approaches (e.g., can set it up so an individual cannot see others’ responses until they put in their own)
  • Clients can send private prompts to the moderator (from their observation room) to probe further on specific responses as they see fit.

Online Mystery Shopping

Addison Research is the first research company in Nicaragua to offer an Online Mystery Shopping. This provides a more diverse platform for online candidates invited through emails/SMS to participate as a secret online shopper. The output helps clients evaluate their service quality performance, with the help of a user-friendly interface using a fast, economical process.

A secret shopper can access our system using a desktop, smartphone, an iPhone, blackberry, or PDA. Their evaluations based on field observation can be sent directly to our online platform.

After a thorough quality check, we immediately upload shoppers’ evaluation reports on an internal client platform, where information can be accessed anytime, anywhere.

Why Should I Choose Addison Research Mystery Shopping?
  • Results based on first-hand observations by ‘real shoppers’
  • A simple, quick reporting dashboard
  • Easy access to evaluation reports based on real evidences
Some applications:
  • Service evaluation
  • Service audit

 If you would like to talk to us about your next research study

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