Real Respondents in Real Respondents in the Virtual World:the Virtual World: the key to maintaining the quality, the key to maintaining the quality, in online qualitative researchin online qualitative research

Maya Middlemiss, Saros ResearchMaya Middlemiss, Saros Research

June 2010June 2010

www.saros-research-recruitment.comwww.saros-research-recruitment.com

The The opportunities….opportunities….

Geographical constraints Geographical constraints removed….removed….

Unite niche respondentsUnite niche respondents Hundreds of thousands of Hundreds of thousands of

potential respondents live potential respondents live nowhere near a research nowhere near a research viewing facilityviewing facility

Practical constraints Practical constraints removed…removed…

Weather and ‘Acts of God’Weather and ‘Acts of God’ No travel timeNo travel time Transport and traffic problems cannot Transport and traffic problems cannot

impact your fieldworkimpact your fieldwork

Respondent factors Respondent factors modified…modified…

Shyer, less-confident respondents may find Shyer, less-confident respondents may find it easier to participateit easier to participate

Housebound or disabled respondents, Housebound or disabled respondents, those with caring responsibilities not those with caring responsibilities not excludedexcluded

Second-language Second-language respondents can engagerespondents can engage Time-poor professionals Time-poor professionals can commitcan commit

The challenges…The challenges…

Respondent knowledge and Respondent knowledge and set upset up

Right apps make it easy,Right apps make it easy,

one-click accessone-click access Recruiter needs to be Recruiter needs to be

able to test with respondentsable to test with respondents Would technical requirements exclude Would technical requirements exclude

potential respondents?potential respondents? Browser and O/S agnostic platformBrowser and O/S agnostic platform

Respondent issues: Respondent issues: synchronous researchsynchronous research

Got the gear – webcams, headsets, etc?Got the gear – webcams, headsets, etc? Minimum reqs re bandwidth, connection?Minimum reqs re bandwidth, connection? If text-based, typing confidence, If text-based, typing confidence,

familiarity?familiarity? Test prior to session, ensure all can log-Test prior to session, ensure all can log-

in okin ok

Respondent issues: Respondent issues: Asynchronous researchAsynchronous research

Familiarity with bulletin-board Familiarity with bulletin-board functionality and practicefunctionality and practice

Chance to practice/testChance to practice/test Expectation of contributions and Expectation of contributions and

commitmentcommitment Retention of recruiter helps chase non-Retention of recruiter helps chase non-

contributorscontributors

Respondent identity Respondent identity validation… validation… who are you recruiting..?who are you recruiting..?

Offline….Offline….

Bill SmithBill SmithLuton, commutes to Luton, commutes to

WatfordWatford49 yr old Locksmith49 yr old LocksmithSingle Dad to sons 11 + 8Single Dad to sons 11 + 8Likes: chicken madras, Likes: chicken madras,

biking, Radiohead, ice-biking, Radiohead, ice-hockey, photography hockey, photography

Online….Online….

How to check…?How to check…?

Apply the same standards to online as Apply the same standards to online as offline recruitingoffline recruiting

Detailed screening and telephone Detailed screening and telephone interviewinginterviewing

Checkable detailsCheckable details

… … bottom line….bottom line….

When it comes to respondents, the same When it comes to respondents, the same rules apply off and online: You need rules apply off and online: You need

people who are who they say they are, in people who are who they say they are, in the right place at the right time, ready to the right place at the right time, ready to engage successfully with whatever the engage successfully with whatever the

research requires them to do.research requires them to do.

www.saros-research-recruitment.comwww.saros-research-recruitment.com