What’s better - an in-person research or online research? We love our black-and-white answers, but this is more a case of not which qualitative research method to use, but when to use it, and where.
We hate to roll out the old answer, “It depends,” but in this case, it really does. There are some benefits to doing an in-person research versus using a digital research tool. However, in-person’s applicability is becoming smaller and smaller as technology allows for more cost-savings, and in many cases, more in-depth research.
In a recent Digsite webinar, CEO Monika Wingate looked at a variety of different scenarios and discussed the advantages for each method of market research:
Logistics - sometimes it’s very difficult to get people together logistically for a focus group or one-on-one for an interview. Face it - our lives are crazy busy these days. It’s much easier to get into a digital space and contribute. You can send information to individuals to review, and then return to a central spot to review the input.
Anonymity - In industries such as healthcare, there is a huge benefit to anonymity. Sometimes it’s much easier to say things in an online or digital forum, especially when it covers personal information.
Complex Information - When you have a lot of in-depth questions on a product, or you want to see how people react to a product they’ve been using over a period of time, then digital makes sense.
Ideally, you also want to talk to people over time, learn from their feedback, and then adapt your discussion based on your findings. This iteration is critical to gauging response to complex information and adjusting it accordingly.
Immediate Feedback if you want immediate feedback that’s “in context” -- for example, getting their reaction when they’re in the kitchen using an appliance -- then digital has the advantage. A person can share immediate reactions, share pictures, etc. You get the perspective and the immediacy, rather than interviewing them later and relying on their ability to remember their reactions.
Brainstorming - you want people to get together to brainstorm, it’s hard to replicate the energy and spontaneity that can result from a group working together in person. That’s very difficult to recreate online.
Controlled Environment - In the online environment, people are free to come and go as they please. They may be available for in-depth questioning - then again, they may not. One-on-one interviews allow you to set the agenda and control the give-and-take.
While we’ve identified a few specific instances in which one method has an advantage over the other, Monika’s main point is that the lines between research methods are beginning to blur.
For example, on the issue of "Sensitivity,” you might think the nod would go to one-on-one interviews. Talking to a person face-to-face, you can build trust and show empathy. You can establish the kind of communication that only occurs face-to-face.
However, digital allows for more anonymity. People may actually be more inclined to share personal feelings and broach sensitive topics in a more anonymous setting.
To learn more about the shifting landscape of digital versus in-person, check out Monika’s webinar. It also includes an in-depth look at identifying customer needs versus building needs, and which method fits best in each scenario.
See Digsite in action and discover how it fits your needs-join us for an interactive demo webcast!