Used properly, moderated far ranging discussions can illicit deep and intimate responses, allowing us to capture that critical “moments of truth”. For areas such as rare diseases, they can even be used to get a quantitative measure of the market.
That’s not to say that these types of studies don’t come with certain challenges, however. Moderators must be experienced enough to handle and challenge the individuals so that research objectives are successfully achieved. Maintaining engagement, particularly over longer periods of time can be tough. And in the healthcare environment, it can be tricky ensuring that strict regulatory guidelines around data protection and adverse event reporting are met.
Watch the webcast in which market research consultants Jenny Redfearn and Melinda Shorr demonstrate how, with careful set-up and management, online communities and bulletin boards can be excellent methods of capturing truer, deeper insights.
What are the key takeaways?
- Define each online methodology and discuss when best to apply these more innovative approaches
- Illustrate through various case studies how these methodologies can be used help to capture the “moments of truth” through observation of the respondent-to-respondent dynamic
- Explain how to overcome some common challenges such as maintaining ongoing engagement and ensuring good moderation
- Finally they’ll set out some best practice tips that will contribute to a successful online community or bulletin board study