Many assume there is a significant disadvantage to conducting research online: since we don’t see respondents’ body language or hear their voices, the thinking goes, we get less out of online research than research conducted face-to-face.

Our experience has shown this is not the case.  And a recent article in Quirk’s Marketing Research Review agrees.  In a panel discussion with researchers who have done a great deal of work both online and in-person, the researchers agree that respondents not only express emotions online, they’ll sometimes express themselves more freely online than in person.

Online research participants express emotion by using capital letters, quotation marks, and emoticons, as well as formatting such as underline, italics, larger type and changing the color of the text.  In addition, respondents will frequently take more time and answer at greater length to ensure they are fully conveying the meaning they wish to express.

In online discussion board focus groups, the discussion is asynchronous, that is, respondents aren’t necessarily reading each other’s comments in real time, but rather log in at their convenience a few times a day over the course of several days.  As a result, respondents can take their time to express themselves more fully.  Also, since participants are anonymous and in the psychological safety of their own home or office, they’re less likely to be swayed by others’ opinions and more likely to provide their honest thoughts and feelings.  This advantage is even more important when discussing sensitive topics.  The anonymity affords far greater openness than could ever be obtained in person.

For those who are hesitant to try online research, we recommend starting by using a combination of methods.  Online discussion board focus groups provide input equivalent to two or three in-person focus groups.  Instead of conducting groups in three cities, consider doing focus groups in two locations plus an online discussion board focus group (which, of course, can be comprised of people from all over).  Call Bureau West at (818) 752-7210 and we’ll work with you to design the optimal research methodology for your needs.

Sources: Bureau West research; “Is the Emotion Missing?” Quirks Marketing Research Review, January, 2007