Online Qualitative

July 2010

The merits of on line groups or other on line qualitative methodologies created a lot of debate at a recent AQR showcase. On line groups are increasingly popular in the US and there is some pressure to adopt them more wholeheartedly in the UK. But there is some degree of resistance from UK practitioners.

Discussion groups tend to be structured differently in the UK/Europe with a stronger emphasis on cross-discussion, brainstorming, collaboration and a resulting complex discourse analysis. US style groups tend to be more moderator-centric and driven more directly by a structured discussion guide. Having taken part in on line groups, they seem to reflect the US style of group more than our own – almost a collective in-depth interview with participants directly answering moderator questions rather than exploring the topic more broadly.

This is not to say that there isn’t a role for this methodology, but it isn’t a straight replacement for face to face groups. Key benefits are the saving in travel costs (for international work especially), anonymity for sensitive topics, evening out social inequalities (no accents), working with online savvy teens and working with products & services bought online.

Drawbacks include potential technical problems, a lack of social interaction/group dynamic, less material covered in the group (typing takes longer than talking), less sense of individual differences, less spontaneity, and less time/cost savings than often envisioned by clients due to potentially longer set up times and analysis.

Overall, online groups would seem to have some applications but clients should think carefully before choosing them, especially as a stand alone methodology.