When to Use

Deep exploratory research to elicit rich, detailed response. Complex concept/idea, projective techniques, persona development.

Quick concept exploration; sensitive subject matter; time-constrained audience (allows them to respond on flexible time schedule).

Website testing and observation.

Fast-turn projects with limited stimuli.

Remote capture of non-verbal facial communication. Often supplements quantitative findings.

Quick qualitative read on concept or message. Greater ability to probe than with simple open-end.

Moderator Considerations

• Important to build rapport.
• Build in contact with respondents at least on a daily basis to maintain engagement.
• Carefully screen for depth, articulateness.

• Plan for short, frequent digestible questions.
• Intensive, ongoing interaction. (4+ hours/day).

• Observation, limited in-depth probing.
• Can be self-administered when no probes needed or time-constrained.

• Estimate 2 mins per question, or 40-45 mins per 90-minute group with room for 10-15 follow up probes.
• Schedule groups 30 minutes apart.

• Practice video presentation skills.

• Observe but no real-time ad-hoc probing.
• Ensure sufficient recruiting effort to achieve desired sample size during chat time window.
• May want to spread chat over several days if using quotas.

Observer Considerations

Allows for intensive, ongoing monitoring if desired.

Allows for intensive, ongoing monitoring if desired.

Can observe live, use hidden chat with moderator to include probes.

Fast-paced—limited ability for real-time input.

Must take time to view video files. Limited ability to probe.

Observe but no real-time probing.

Some Resources

www.revelationglobal.com

www.itracks.com

www.qualboard.com

www.ithinkinc.com

www.uservue.com

www.itracks.com

www.2020research.com

www.artafact.com

www.qualvu.com

http://www.civi.com

www.veruslive.com

www.focusvision.com

www.imoderate.com