The Sky is the Limit for Online Qualitative Research

The Sky is the Limit for Online Qualitative Research

iModerate Author

Apr 05, 2011

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A bit of breaking news in the fast moving world of online qualitative research… According to Inside Research’sOnline Qualitative Research Index, published in the April issue, online qualitative events were up 73% in 2010 versus 2009. The expected increase in 2011 is 57%. Also, 80% of these events occurred in real-time.

These are some pretty spectacular numbers, but I can’t say I’m shocked. Every day at iModerate we are witness to this growing trend in market research. People want the insight, the engagement with their customers, the ability to listen, the consumers’ voice, the research story and everything else that qualitative offers. And while many of them still value in-person qualitative, they are sick of the travel, stale M&M’s and huge bills. They see that technology has afforded them several options, and decide to dip their toes in the water. If they wind up getting the insight they need without leaving their desk, then they dive in again and again.

Personally, I don’t think online qualitative research has even sniffed its potential. With the rise of video and mobile and with new platforms and technologies emerging every day, the opportunities in this space are tremendous. Is it ever going to be as mainstream as online quant? Probably not, but one thing is for sure, online qualitative research is certainly growing up fast.

About the index
According to Inside Research, the index was based on information provided by seven firms in the online qualitative arena. Firms were asked to report use only in an online environment utilizing chat and video technology. Offline events occurring in facilities or other physical venues or by phone were excluded, along with community panels.

iModerate Author

  • Sounds great for growth at iModerate!!!

    Have to ask though… Is there any irony that you used quantitative statistics to bring about the statement, “I don’t beleive we have sniffed its potential” in regards to online qual? Next blog, “qualifying the growth – why is online qual growing?” No statistics just verbatim from those who are using online qual more.

The insights I received from iModerate really brought our NPS program to life. While it was always highly-visible and important to key stakeholders it did not resonate as well with the majority of employees. The iModerate piece rounded out the NPS program and brought it to a place where it is now more valued, transparent and salient across the organization. Having the consumer’s voice and that context has helped us build business cases and impact operations in a way that has led to great success.

Adriana Smith, Manager, Brand Strategy, NRG Energy