Bulletin boards from the backroom: 5 tips for observing a conversation in slow motion
One of the challenges for the client team in a discussion forum project is that there’s a real lack of event to the whole thing. Five tips to keep the team engaged.
One of the challenges for the client team in a discussion forum project is that there’s a real lack of event to the whole thing. With face-to-face qualitative, the project team usually has to show up at a facility to observe; there’s plenty of coffee and snack-food, and your boss will know if you skipped out. Asynchronous online qualitative (discussion forums and bulletin boards) lacks that element.
The first day, it often feels like nothing is happening. Team members who logged on expecting activity can get discouraged, and when they look at the transcript later, it can feel a bit depersonalized, and a lot overwhelming.
Here are some tips to help the team stay engaged.
- Schedule team meetings to review insights
One team scheduled daily debriefs in a conference room where they projected the discussion and talked, just like they would in a backroom setting. Snacks included.
- Divide up the work of observing
Assign individual team members to cover off one or two segments in a multi-group discussion forum, then report back to the team on their segment. Another approach is to divide up by days (or weeks, for longer projects).
- Check in often
If you log in frequently, you will see the same ebb and flow the moderator sees. Some topics attract immediate interest, others are slower to build. It’s easier to see where participants are spring-boarding off others’ ideas. Even though the transcript is time-stamped, seeing the evolution is a richer experience.
- Add comments
Observers can usually add comments to the transcript that are invisible to participants. This is a great way to capture a budding idea, and can help the moderator see possibilities for probes.
- Ask for follow-up probes right away
The faster we can ask a follow-up question, the better. Going back more than one day in a discussion tends to sap the group’s energy, and often does not work anyway. Have a plan in place for how you will direct these to the moderator to prevent frustration on both sides.
Happy observing!
About Susan Abbott
Susan Abbott is a qualitative researcher with a passion for insight-led innovation. Prior to leading Abbott Research + Consulting, Susan was a vice-president of TD Bank Financial Group. She has an MBA from Ivey Business School, holds the CMRP research designation, and frequently speaks and writes on topics related to qualitative research, customer experience, and finding insight. She also publishes the CustomerCrossroads blog. In addition to her work on the Board of Directors of QRCA, Susan is active in the Canadian Association of Professional Speakers. In her free time, she paints, canoes, and rides a Dragon Red Vespa. She can be reached at susan@abbottresearch.com.
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