"We have used MRQual for a number of international projects
and have always been very pleased with their work"
Nick Hiddleston, Worldwide Research Director, ZenithMedia
Advantages of online qualitative research
(apart from speed, time-saving, control, visibility and convenience for clients)
Properly qualified, and engaged, participants... no-shows, un-qualifieds, and non-engagers can also be replaced even once research begins.
Because participants can answer privately, the risk of group thinking and peer influence is removed. Also, all participants get an equal say.
Implicit and explicit
Participants can be asked to give instant or instinctive feedback, but they also have time to give more considered answers when appropriate.
Participants' answers stay on topic, with no risk of straying into irrelevant areas, or opportunity for participants to just say they agree with other people.
New or revised stimulus materials, and questions, can be added mid way through research, in response to preliminary results.
Participants have anonymity to put forward any ideas, and then the time to consider other participants' ideas.
Participants' answers are given online in writing, but they can also include image or video uploads.
Participants can take part in research at any time of day or night, from home or elsewhere, to suit their lives.
(Using online qualitative research)
To investigate people’s attitudes, desires, motivations, activities, and more.
To generate new product and service ideas through online group discussion.
Diary studies to profile people’s lives, in relation to your service or product.
Gaining in-depth feedback on concepts, advertisements, pack designs, etc….
How we work
- Research runs over several hours, days, weeks or longer
- Questions and answers are posted in writing
- Moderators can show stimulus materials
- Participants can upload images, videos and other files
- Typically 10-30 participants (per market)
- Research can be run concurrently across markets
- Research can be in the form of group discussion or interviews
- Different questions can be asked of different participants
Mostly branding, NPD, segmentation, and advertising
Mainly qualitative, but increasingly also quantitative.
FMCG, retail, pharma, charity, publishing, gaming, and more.
Predominantly UK, Europe (West and East), US and Asia.