Traditional Research

• In-person Qualitative

Alternatives

• Message Board Qualitative

• Benefits of Messsage Board Qualitative

• Superior Sampling
• Superior Depth
• Same Day Shopping and Usage Reporting

• Message Board Qualitative Process

New Applications

• Quant-Qual-Combos
• Creative-Interaction-with-Customers
• Qualitative Website Research
• B2B Qualitative
• Salesforce and Distribution Qualitative
• Online Ethnography

• In-store Ethnography
• In-home Ethnography - Storage
• In-home Ethnography - Usage

• Online Ethnography vs. Video-Ethnography

Second Wave in Online Qualitative

• First wave of Online Qualitative – Real Time “moderating” -- using chat room software.
• Very little time for developing insights or even coming up with incisive “sound bites.”
• Last few years – growing usage of “time-shifted” Online Qualitative utilizing Message Board software and/or email for data collection.