Online Qualitative Research Platforms - Features to evaluate
Feb 23, 2023, Maniish KarveQualitative research is an established methodology of understanding customer behavior and preferences. With the rapid rise of online platforms, it has become even easier to conduct research quickly and efficiently.
Online qualitative research has a plethora of variables that can influence the type of research you want to conduct. It is imperative to know the specificities of the research before deciding which features of online research platform work for you. Is the qualitative research synchronous (in real-time), or asynchronous; is it within a specific time, or ongoing? Does it require focus groups, in-depth interviews, discussion forums or bulletin boards? Qualitative research is a vast pit, and knowing the depths you want to explore is a necessity before locking down a specific qualitative research features to rely on.
In this article, we cover basics you need to know about online qualitative research platforms, which could inspire you to evaluate platforms that suit your research needs.
Who Should Use an Online Qualitative Research Platform?
Online qualitative research platforms are suitable for a range spanning individuals and organizations; be it solopreneurs, research agencies, customer-obsessed brands, consulting agencies, independent consultants. These platforms offer numerous benefits, including easier collaboration, quicker research and increased efficiency of everyday workflows.Available Solutions in the Market
What makes the choice of Online Qualitative platforms more engaging is the multitude of tools available. At one end are generic video conferencing platforms like Zoom (costing USD 20 a month) v/s purpose-built platforms (charging '000s of dollars for a single subscrio). Choosing the right one for your needs can be a challenging task, and it is essential to consider several factors before making a final decision.Choosing features that matter, in Online Qualitative Research Platforms
Feature-rich platforms typically offer a range of features, which you can actively evaluate:- Video Conferencing
The platform should have reliable video conferencing capabilities. Features such as recording-quality and robustness of connection are important; to ensure that your interviews run smoothly. Some of the video conferencing platforms limit their offering to providing ability to conduct FGDS and Depth Interviews, while others provide video-analysis features such as bookmarking, clipping and interactive transcripts along with automated transcription. For instance, in addition to these features, flowres.io works through Zoom, providing you with the robustness of Zoom and familiarity for stakeholders (respondents, operations team, client teams, research teams). - Observer Backroom
For those particularly interested in using platforms for data-collection and subsequently, data-archiving... it is essential to check the observer backroom of your desired platform. This is where you will be able to see and monitor the FGDs/ IDIs, in real-time. In addition, flowres.io offers a comprehensive and user-friendly observer backroom, with a separate backroom for the moderator-researcher-client team.
Collaboration and Team Management Tools
Some platforms boast of robust collaboration features, making it a one-stop-shop for all stakeholders involved in the research. Features such as task management, shared calendars, and project management tools are important for effective team collaboration. - Insights
Certain platforms help researchers with the insights-mining process, through features like interactive transcripts, note-taking and word clouds. Such features make it easier for researchers to understand and analyze data. - Service Layer
Platforms that replicate the offline process also provide services such as moderator hiring, recruitment, and human transcription. This offers researchers a complete, end-to-end experience and make it easier for them to conduct research projects efficiently.
