Message Board Qualitative Process
- Respondents screened and recruited from consumer or b2b panels to represent the key usage, demographics and geographic segments of the target audience.
- Each day several topics (6-20) with a number of open-ended, essay-style questions within each topic are posted on the message board.
- Topic Screen Example
- Respondents (typically, 12-25) are required to visit the board at least twice a day (usually, over 3-5 days) and answer all questions posted “at their convenience” – but before the next set of topics is posted.
- During the IDIs respondents don’t see each others answers.
- During the Focus Groups participants are encouraged to also comment on each others responses.
- A “hybrid design” with a couple of days of IDIs, followed by a day or two of Focus Group Discussion with the same respondents – is often recommended.
