Online Qualitative Forms
What is an online qualitative from?
An online alternative to in-depth interviews that works particularly well for obtaining qualitative feedback on understanding of / responses to customer communications, customer satisfaction and events. It can also appeal to those who would prefer to provide feedback on a topic while feeling more anonymous or amongst groups of people who feel short on time. It is possible to build in quantitative questions to generate a mix of insight types. It is less suitable for very complex topics that require detailed probing or for a personal rapport to be built.
How do you collect research data?
The form is set up using professional online survey software and respondents are invited to participate via a link. Depending on the research, we may invite members of the IGR research panel, members of client research panels or recruit via customer lists provided by the client.
The forms primarily contain open text box questions with respondents required to provide written responses that include reasons for their views. In addition, we often to include a small number of open text boxes to generate some quantitative insights and help the questionnaire flow.
Heatmap style questions can be particularly helpful for providing insights into customer communications. This is where an image of the email, letter or leaflet is shown to the respondent. The respondent is then asked to indicate by clicking on the image which parts are, for example, helpful, confusing or generate questions. Alternatively they can be asked to indicate areas of an advert they like or dislike. Once they have clicked on a spot they are encouraged to write in their own words why they say this. This feedback can ensure any potential issues are identified before the communication is sent to your full customer base, and answers to any common FAQs likely to be generated by the communication can be prepared and distributed to front line staff in advance.
What is the output?
We analyse the open text responses, looking for key themes and learnings and write this up into a summary report alongside illustrative quotes from participants. An interactive online report containing heatmaps can be provided (each page colour coded according to the number of clicks plus all individual comments).
What are the benefits?
A cost-effective way of generating qualitative insights in response to marketing materials or an interaction.
Cost-effective: Data collection is less time intensive than focus groups or depth interviews that require in-person interaction. This means that more people can participate in the research and at a lower cost.
Visual: Heatmap style questions generate a visual output that is easy to understand, but that can provide important insights to ensure your communications are as positively received as possible.
Private: Effectively tackle topics that are more personal or sensitive. People can feel very anonymous while filling out the form, generating more candid, open responses and more honest insights.
In-depth insights: Respondents are encouraged to give full answers to open text questions. People often enjoy feeling able to fully express themselves in their own words, while being able to take their time to provide considered answers.
