Sub-Zero was hungry for a more direct route to the true voice of their customers. With the help of an online community, they discovered rich insights about their brand, and some compelling benefits of a new research methodology.

If you rely heavily on focus groups to conduct your research, you’re probably hesitant to experiment with online tools.

From saving you money, time and travel to yielding productive insights, online communities can benefit your company in many ways. But the unknown can be intimidating, so for you novices, let’s break down how to conduct online research with this revolutionary tool.

Afraid you will sacrifice that “human element” when choosing to use online research tools instead of a focus group? Don’t be. Here is how conducting online research still allows for human connection.

With a host of shiny, new online tools available for use, there is no doubt the entire face of qualitative marketing research is changing. So how can moderators keep up? Here are four ways to respond to this online evolution so you can best continue serving your clients.

Myths abound when it comes to online qualitative approaches. Unfortunately, many of these myths are preventing market researchers from taking advantages of highly effective methodologies, and hampering the quality of the output you can deliver to clients.