Since the pandemic began over a year ago, Zoom went from a noun to verb, from an online meeting platform to a universal term for virtual connection. And just like that, virtual meetings became a ubiquitous part of culture, causing adults and kids alike to quickly adapt to the learning curve of gathering online.
Likewise, in the early days of the pandemic, MLN Research pivoted totally to online platforms to conduct research. Since March 2020, we have conducted hundreds of hours of qualitative research online with kids and adults, and along the way, we mastered what it takes to execute successful online research. Here are our big takeaways:
The sky is the limit: With enough planning and a dose of creativity, it’s possible to adapt any methodology to meet nearly any type of research objective.
Design material with online in mind: An online study is only as good as its test material. Effective material should be designed for those who are processing information on screens and can absorb less than they would in-person.
Tap into those you trust: A trade-off of online research is that confidential information is less secure. Clients and researchers alike should update and strengthen their security protocols and consider setting up a consumer panel that can be held to a high standard of confidentiality and used on an ongoing basis.
Leverage the home court advantage: A big benefit to online research is that consumers log in from the comfort and familiarity of their own homes, making them more at ease and more confident in their opinions. Still, the home environment has its distractions, so it’s important to provide online protocols to respondents.
Keep the energy flowing: The biggest barrier to online research is the lack of physical interaction and energy that flows between respondents and moderator, and through to observers behind the mirror making it imperative for moderators to recreate this energy as much as possible.
Embrace the virtual equalizer: With everyone in their own space and on the same metaphorical playing field, there is less opportunity for a dominant force to disrupt the group dynamic.
Think smaller: It takes longer to get through a research discussion online than in-person. As such, we reduce the number of consumers in online groups and limit the duration of groups.
Consider it a team sport: During online research, moderators assume the additional responsibility of being technology managers, material presenters and confidentiality supervisors so it’s helpful to identify a partner to take on the support tasks of virtual meeting management.
If you’d like to talk more about how MLN Research can help you with your next online research project, please reach out at info@mlnresearch.com.
