Digital vs In-Person Qualitative Research: How to Determine Which Is Best for You

All businesses perform better when they understand their target consumer. Collect consumer insights through a well-crafted market research strategy and achieve deeper intelligence on your audience. Qualitative research is essential to your plan, but which should you select; digital or in-person qualitative?

In this blog, discover the pros and cons of both digital and in-person qualitative research. Learn how to leverage both to retain loyal customers and gather actionable consumer insights.

How Do Businesses Use Digital vs In-Person Qualitative Research?

Let’s first define digital qualitative and in-person qualitative research:

1. Digital Qualitative: Digital qualitative research uses channels like text messages, audio recordings or interviews, and video diaries and interviews to obtain non-numerical, descriptive data. It reveals context to help researchers understand underlying concepts, opinions, emotions, feelings, and beliefs that drive consumer behavior.
2. In-Person Qualitative: In-person qualitative research is conducted either one-on-one or in a group setting. Respondents are physically present with a research team to answer questions, with the possibility to share additional biometric and physiological data. Use In-person qualitative for observational research, such as monitoring facial and emotional responses when opening or testing products. Some in-person methods include dyads and triads, in-depth interviews (IDIs), and focus groups.

Most businesses get stuck on how they should use these methods, and for good reason. Market research is a complex process. Here are some examples that may inspire your upcoming consumer insights campaign:

1. A consumer bank wants to understand why consumers migrate away from its offerings to competitors. It could conduct online discussions and video chats on a platform such as QualBoard to perform digital qualitative research on the user experience (UX). This approach helps to identify and eliminate factors that detract from the UX without needing to be physically present. Alternatively, the bank could use in-person focus groups to promote idea-sharing and collaborative reasoning and form a consensus based on real consumer opinions.
2. A baked goods manufacturer wants to understand how the color, font, and design layout of its packaging influences consumer buying decisions. One method offered by Sago is the virtual aisle. This in-person qualitative solution simulates a physical shelf in a store, so the baked goods manufacturer can test merchandising, product placement, pricing strategies, and how consumers view its products in real-world environments. Alternatively, the baked goods company could present high-resolution packaging concepts in online discussion groups. A helpful tool for this is QualMeeting, where researchers and respondents join together via video channels to collect contextual qualitative feedback. As a result, QualMeeting combines the immediacy and visual feedback seen with in-person research with the time and cost savings of digital research.
3. Using ethnographic research, a carbonated beverage manufacturer wants to identify methods to improve consumer loyalty. It has the option of digital mobile ethnography, such as mobile video diaries and digital real-world product testing. The manufacturer could use Over the Shoulder to collect video diaries sharing why consumers become loyal to specific brands and how those brands gained their loyalty. For in-person research, the alternative is in-depth interviews. With this method, researchers directly question the personal beliefs that influence consumer loyalty and explore what drives loyalty in the first place. Respondents build rapport with researchers during the discussion, with this trust leading to more honest and authentic responses and greater emotional context.

When to Use Digital Qualitative vs. In-Person Qualitative Research?

If you are wondering which research methodology is best for specific circumstances, check out the examples below:

1. When to Use Digital Qualitative – Use digital qualitative research to reach respondents where and when they are available, and when travel is difficult. It is perfect for projects with shorter timelines or where multiple stakeholders want to review the results quickly. If you want to see how participants behave in their own homes, digital qualitative is often the simplest route. A platform such as QualBoard makes it easy to conduct a variety of project types.
2. When to Use In-Person Qualitative – Use in-person research to engage customers more deeply on areas of interest, observe them interacting with your products, or study their non-verbal communications. A designated facility and experienced moderator are critical to in-person research, and Sago offers both.

Another layer to the Insight Onion: What is Synchronous vs. Asynchronous Research?

In our webinar, “The Joy of Asynchronous Research,” we took a deep dive into synchronous vs. asynchronous research. We recommend it for a complete overview courtesy of Ross McLean, Vice President of Mobile Qualitative Research, and Isaac Rogers, President at Sago.

Let us explore asynchronous vs synchronous research:

1. Synchronous Research

Synchronous research is essentially live research conducted in a specific time or place, though not necessarily in-person. A moderator must be present, and participants must participate simultaneously according to the defined schedule. Examples of synchronous research include face-to-face interviews, in-depth interviews (IDIs) or focus groups, live chat sessions, and phone calls. Moderators increase the cost of this research. Scheduling and scaling are difficult due to a lack of consistent availability.

2. Asynchronous Research
Asynchronous research happens at various times and places rather than in a set location or time slot. Participants can respond on their own time from any location or device without needing to travel to a physical location. Asynchronous research includes video diaries, such as those on QualBoard,

and ongoing text conversations. Asynchronous research is highly scalable, as it’s possible to run 10 or 1,000 research sessions simultaneously. Instead of real-time, asynchronous research happens at the right time for the respondent allowing for longitudinal data collection. This research method requires significant effort in design and planning at the front end.

Is Synchronous or Asynchronous Research Better?

Asynchronous research offers tangible benefits if depth of insight is what you require.

According to Ross McLean, Vice President of Mobile Qualitative Research – “We have measured time and time again, how much more content you get from a respondent and 90-minute focus groups versus, let’s say, a three-day online discussion or a three-day asynchronous study.”

He finished by concluding that – “Asynchronous research groups cover up to seven times more content versus synchronous groups.”
Participants have more time to think and compile responses to questions with asynchronous research. This reduction in time pressure increases engagement with research campaigns and with peers in the study group. Most importantly, it leads to closer respondent-researcher relationships, where trust leads to more authentic responses.

However, synchronous research still has its place in your insights process. It is well-suited to projects where you want to conduct wide-open, exploratory research in real-time. Synchronous research also provides the flexibility to instantly change the topic of discussion and expand upon unexpected feedback.

Choose the Right Qualitative Research for Your Business with Sago

In summary, choosing between in-person and digital qualitative research depends entirely on the business, its goals, and the target market. If your company delivers tangible products people pick up and use, in-person research may be the better option. But if you provide software services over the internet, is there any point in bringing people to a physical research location when digital qualitative research channels are available? Assess your needs and constraints, and then consult with experts on the best course of action.