Introverts get their day: when discussion forums / bulletin boards can be more inclusive
Many qualitative research methods favor those who are spontaneous and react quickly – extraverts. To give introverts a chance, use a bulletin board method.
I was having lunch recently with my wisest friend, Herb Koplowitz. We were talking about the art of interviewing people, and I was telling him about my challenges interviewing financial executives about advertising. These are folks that sometimes have difficulty responding quickly, in-the-moment, with an evocative burst of words and reactions. [Which is the desired reaction, right?]
In a half-hour web-enabled phone interview, where I’m racing to get through a pile of advertising concepts, I’ve had people stay silent for 20 or 30 seconds at each new concept. After a few of these, it’s obvious to me that they are feeling overwhelmed by the speed of things. It’s hard not to pressure them to move faster — which they would do, if they could.
Herb suggested I call them back the next day, or even a few days later, and ask if they had any additional thoughts. I love this idea! However, from a practical point of view, I’m not sure I could always implement this, and it would add a lot of fieldwork time.
Many qualitative techniques favor those who have quick responses, typically those with a preference for extraversion. These approaches sail past those who need more time to reflect — those with a preference for introversion. Most screening approaches are designed to select the extraverts. But introverts are a significant portion of the population and may dominant some segments of your target.
Asynchronous online methods — aka bulletin boards and discussion forums — are much more comfortable for those who are less spontaneous. Sometimes we really want and need extended thinking on something. B2B research is often this way, in my experience. We get much better results when people can take time — even a few days — to think about, ponder and ask questions before they render an opinion.
This is something that those with a preference for extraversion — like me — sometimes need to be reminded of. By our wise friends who do better when they have more time to respond.
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.
Betsy Leichliter says:
June 29th, 2011 at 11:01 am
Susan –
Couldn’t agree more. Also, some people are most comfortable having an oral dialogue while others prefer to write (whether interacting one-on-one with a moderator, or in an online group discussion board). Whenever I get the chance, I ask my research participants at the end of a project whether they would like to participate again if needed in any of several types of research (phone/webcam/board/face-to-face group,mobile, etc.) and why, and they definitely have different comfort zones. Your comments make me think I should create a screening question like that to use up front during recruiting, and let qualified recruits more choice of which method they prefer. With exec’s especially, that should improve particiation rates (it does for usability research when you give people the choice of participating in-person or remotely).
Carla Essen says:
June 30th, 2011 at 8:49 am
As a self-proclaimed introvert, I as a moderator have a soft spot in my heart for those respondents, and it’s one of the reasons I love online research so much! It puts everyone on an equal playing field in their ability to respond (introverts are much less likely to interrupt others, or “jump in” until others are finished speaking) and gives them the air time they need. Betsy brings up an interesting idea with the screening question. I see a lot of value in pairing the methodology with the right type of respondent in that respect.
Susan Abbott says:
June 30th, 2011 at 5:54 pm
Betsy, great point — some people are more comfortable talking, some writing, and if we can offer a choice of ways to participate, we can get better participation rates. Thanks for adding that.
And Carla, this is also a great point. It is much harder for anyone to dominate or “talk over” other participants in the asynchronous online approaches. I have not done a lot of text chat online FGs — can you comment on that?
Thanks for adding good thoughts here!