Online Text Chat Real-time Focus Groups & IDIs

By Jay Zaltzman and Betsy Leichliter

When the internet and “chat rooms” were new, Online Text Chat sessions were one of the first types of online qualitative research introduced as an alternative to in-person or telephone groups. During Text Chat sessions, pre-recruited participants use internet-connected computers in any location to type their responses in real-time. The moderator can introduce discussion topics from a pre-loaded list, type in questions or probes on the fly, and show concepts, videos, websites, or other information to participants. A transcript of the text can be generated as soon as each session is complete. Clients can watch the live text chat streams from any internet-enabled computer, and confer with each other and the moderator privately via Text Chat, IM or phone. Some clients prefer to gather together in the same room with the moderator during these live sessions, so they can confer as a team.

With Text Chat platforms designed specifically for real-time qualitative discussions, sessions can be conducted in group mode (participants see each other’s responses as they are entered), or blinded mode (participants must respond before they can see others’ responses).  Individual interviews can also be conducted concurrently or sequentially, using one-on-one mode.

• When simplicity and immediacy are high priorities, Text Chat groups or concurrent interviews may be a good choice to consider. Technical requirements are relative simple. Total time required from participants is often 60 to 90 minutes or less. Analysis can be quite rapid if the primary goal is to understand top-of-mind responses.
• Participants can interact well in Text Chat groups with skilled moderating and relevant topics – especially topics that they might naturally chat about online such as choosing a vacation cruise, sports or political news, etc.  It is difficult for a participant to “dominate” in this format — and easy to manage them if they do.

• However, many clients and researchers feel that Text Chat groups cannot fully replace in-person or webcam sessions, for two reasons: they lack visual and voice cues, and can feel more like concurrent interviews than group discussions — especially if participants get so focused on writing their own thoughts that they don’t read what others are saying.
• Some participants (especially frequent texters) can express their thoughts quickly and easily by typing, but some cannot. To accommodate those who are more comfortable talking, or to boost group interaction, some researchers add voice conferencing to Text Chat sessions. They periodically put the chat flow on hold to moderate quick oral discussions.

Other types of text chat platforms exist that are designed for specific purposes, such as getting rapid  qualitative and quantitative responses to a range of concepts. They may partner with online recruiting panels to provide quick access to participants. Some researchers use these methods the same way they might conduct quick, low-cost “reality checks” among “friends and family” before proceeding to more in-depth research.

Now that many clients and participants use chat/IM in their everyday business or personal lives, it is finding more uses in qualitative research. Moderators can enable participants in Webcam/Video or in-person groups to type messages into a chat/IM stream while other participants are speaking — the sort of constructive multi-tasking often seen during online classes and business meetings. Clients and researchers also use chat/IM to confer while groups or interviews are in progress.  Multi-function qualitative platforms often include chat/IM tools, with the option to save and export the text streams along with other types of participant input.

“Now that many clients and participants use Text Chat or Instant Messaging in their everyday personal or business lives, it is finding more uses in qualitative research.”

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Find Platforms

1. Online Text Chat Real-time Focus Groups & IDIs (19) +

   1. ActiveGroup Ventures, Inc.

      

      ActiveGroup products were developed to give clients the ability to Be Anywhere, Research Everywhere™. Connect, extend, express and collaborate in your qualitative research with new mobile solutions for the next generation of qualitative research.
      Continue reading »

   2. BlogNog / Accelerant Research

      

      BlogNog™ is used to uncover people’s feelings and experiences with the products and services they purchase or the jobs and careers they have. It is an online platform for people to express their innermost feelings, attitudes, and opinions about their relationships with different organizations and describe their real-life experiences. Continue reading »

   3. Civicom, Inc.

      

      Civicom is a global leader in serving the marketing research community with advanced virtual communications solutions for the world’s top organizations, with a strong industry presence in facilitating virtual IDIs, focus groups, online forums, private online communities, and mobile telephone and video research technologies. Continue reading »

   4. Dub

      

      Dub takes best ingredients from social networks like Facebook and Twitter like blogs, forums and tagging, and appropriate them for research and collaborative innovation. Our platforms are flexible and scalable solutions. Continue reading »

   5. Fieldwork Webwork

      

      Fieldwork Webwork is a division of Fieldwork Inc., specializing in online marketing research, as well as hybrid projects that include a combination of online and in-person interviews. We can assist you with Online Focus Groups utilizing Webcams for a face to face feel, Online Bulletin Boards, and Online Surveys. Continue reading »

   6. FocusVision Worldwide

      

      FocusVision is the leading global provider of live video solutions for the qualitative market research industry, including focus group facilities, in-homes and shop-a-longs, and online webcam focus groups. Continue reading »

   7. Gongos Research

      

      Gongos Research uses a hands-on yet consultative style in employing innovative and foundational approaches to consumer research. Continue reading »

   8. GQTool Pty Ltd (GroupQuality)

      

      Launched after three years of research and development GroupQuality® is a qualitative and quantitative online market research tool for researchers, marketers, agencies & businesses. Continue reading »

   9. GutCheck

      

      GutCheck is a qualitative research technology company that provides clients near instant recruitment of their specific target audience, and a platform for them to conduct one-on-one interviews or group discussions. Continue reading »

   10. iModerate Research Technologies

       

       iModerate’s qualitative method is a blend of text-based, online one-on-one conversations, a cognitive framework for digging deep, and a team of people who challenge themselves every day to explore above and beyond. Continue reading »

   11. InsideHeads

       

       The intuitive and simple design of the InsideHeads virtual focus facility and the smooth scrolling nature of real-time text chat create an exciting environment for testing concepts, names, print ads, package designs, videos, sound spots and websites. Continue reading »

   12. Itracks

       

       Itracks has a sophisticated suite of qualitative, quantitative, online community and panel services that are easy to use and come equipped with a wide range of multi-media and social networking capabilities. Continue reading »

   13. KL Communications

       

       Our newly developed IC2 (Insights Communities – 2) platform takes a holistic approach to the insights process, specifically aimed at generating the new ideas that drive innovation. KL Communications develops customized solutions that incorporate social media, crowdsourcing, insights communities & panels, as well as traditional research methods. Continue reading »

   14. QualTopics

       

       QualTopics specializes in online, text-based qualitative research in the form of one-on-one chats. These conversations allow a live moderator to converse in real-time, using a platform similar to instant message, and gain deeper insight into respondents’ opinions and perceptions. Continue reading »

   15. Schlesinger Associates

       

       Schlesinger Associates is the leading data collection company offering a broad range of qualitative and quantitative solutions to your research needs. Continue reading »

   16. The Understanding & Insight Group

       

       Proprietary Products. Refined Technologies. Comprehensive Understanding. Original Thinking. Unparalleled Results. U&I Knows the Way. Continue reading »

   17. Toluna

       

       Toluna enables organizations to generate valuable customer insight by combining its online market research panel and industry leading technology. Continue reading »

   18. Userlytics Corporation

       

       Userlytics provides an online webcam based IDI service that combines two audiovisual streams of participant responses. Continue reading »

   19. Visionslive.com

       

       Visionslive is an ‘on-demand’ qualitative research service provider that lets you set up live online focus groups and bulletin board focus groups in seconds, anywhere in the world, in any language at a fraction of the cost. Continue reading »

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Find Providers

1. Online Text Chat Real-time Focus Groups & IDIs (42) +

   1. Abbott Research + Consulting

      

      Abbott Research specializes in customer experience, service industries, and insight-driven innovation, utilizing online qualitative methods such as virtual focus groups, bulletin boards, online communities, video streaming, and more. Continue reading »

   2. Adelman Research Group / A Survey Service Company

      

      Our qualitative research expertise includes consulting and facilitation of traditional as well as emerging hybrid qualitative and quantitative methodologies. Continue reading »

   3. Applied Marketing Research, Inc.

      

      For our clients we provide a full range of marketing research services including: in-home product testing; web-based survey research using advanced techniques; online tabulations, analysis, chart exports, and real-time data reporting; certified focus group moderator with expertise in online focus groups, and more. Continue reading »

   4. Beacon Research

      

      Beacon Research is an innovative qualitative research consulting firm that specializes in current and emerging New Qual methods and hybrid designs in the U.S. and abroad. Continue reading »

   5. Bureau West Research Group

      We conduct in-person focus groups, as well as online discussion board groups, video-conferencing groups, one-on-one interviews, online and offline surveys, and website usability testing. Continue reading »

   6. C+R Research

      

      Our toolbox consists of in-depth discussion boards, online chats, mobile, diaries, video journaling, netnography, usability, large community panels, and more. Continue reading »

   7. Campos Inc

      

      Campos Inc is a market research strategy and consulting firm that specializes in tracking, understanding and integrating consumer trends into the services we provide to our clients. Continue reading »

   8. Centrac DC Marketing Research

      

      Virtual “venues” are now an accepted means of gathering data, thanks to an increase in researcher and consumer comfort/familiarity, acceptance and use of Internet technology. Online technologies facilitate a variety of interaction that is not generally possible in traditional settings, leading to a more robust experience, and richer data. Continue reading »

   9. Clarion Research

      

      Clarion Research offers award-winning research tools, including online & in-person focus groups, IDIs, ethnographies, and immersive diaries; online communities (MROCs); telephone & online surveys, online bulletin boards, and mobile phone studies. Continue reading »

   10. Consumer Link Moderating & Research Consulting, Inc.

       

       Consumer Link is a full service qualitative research and consulting company dedicated to making marketing research relevant. Continue reading »

   11. CSS/datatelligence

       

       CSS/datatelligence is a division of CRG GLOBAL, INC. with full use of CRG’s 28 state of the art mall offices across the US, and proprietary online panel of over 400k consumers. Continue reading »

   12. Decision Analyst

       

       Decision Analyst focuses on questions and issues of marketing and strategy significance in qualitative investigations and analyses. Continue reading »

   13. Fader & Associates

       

       Fader & Associates specializes in all forms of qualitative research projects using both traditional and right-brain/emotional insight techniques. Continue reading »

   14. Focus Pointe Global

       

       Expert focus group recruiting and luxurious focus facilities equipped with videoconferencing and streaming technologies in key US commercial centers. Continue reading »

   15. Goodmind

       

       Goodmind specializes in innovative, custom, online qualitative research. Our research reports are used as a blueprint for action. Continue reading »

   16. Hagen/Sinclair Research Recruiting, Inc.

       

       HagenSinclair specialties include consumer studies–online and in-person–and B2B and executive boards and interviews. Continue reading »

   17. Halualani & Associates

       

       Halualani & Associates employs several qualitative and quantitative research methods (survey design, experiments, in-depth interviewing, focus group panels, participation observation, user research, diary studies), web panels, and triangulated designs. Continue reading »

   18. Hardwick Research

       

       Hardwick Research provides data collection, analysis and reporting for quantitative and qualitative research studies. Online qualitative methods include online chat, bulletin boards, video streaming, online diaries, and more. Continue reading »

   19. iModerate Research Technologies

       

       iModerate’s qualitative method is a blend of text-based, online one-on-one conversations, a cognitive framework for digging deep, and a team of people who challenge themselves every day to explore above and beyond. Continue reading »

   20. Insight Evolution LLC

       

       Insight Evolution recognizes each project for its own uniqueness and thus enables us to customize, tweak and develop data-collection methods and research techniques that will translate knowledge into actionable insights. Continue reading »

   21. Insights in Marketing

       

       Insights in Marketing is a full-service marketing research consultancy dedicated to uncovering and translating consumer insights into clear, actionable direction. Continue reading »

   22. Insights Marketing Group

       

       IMG works with companies that are facing innovation, branding and marketing challenges in a communlcatlons-saturated world. Continue reading »

   23. Just Qual

       

       Just Qual is a boutique qualitative healthcare marketing research firm with global online capabilities. Our experience with online research includes positioning, messaging and concept research, website usability testing and strategic acquisition projects. Continue reading »

   24. KGC

       

       KGC conducts qualitative marketing research, blending creativity, practicality, technology and worldwide market knowledge for vision into the minds, habits, and perceptions of your customers. Continue reading »

   25. Online Market Intelligence (OMI)

       

       With OMI online panels you can access over 350k consumers, 100k vehicle owners, 20k IT professionals, and over 7000 Physicians. Continue reading »

   26. Primary Insights, Inc.

       

       By liberating your consumers’ Core Voice, we hear stories they may be sharing for the first time in their lives and learn how to connect with their innermost motivations. Continue reading »

   27. QRi Consulting

       

       Full service agency coming out of London, UK, specialising in International qualitative research using both in-person & online methods and insightful strategic analysis. Continue reading »

   28. Recruiting Resources Unlimited, LLC

       

       RRU has evolved through the years to be the dynamic, cutting-edge, boutique research firm it is today. Continue reading »

   29. Sabena Qualitative Research Services

       

       Sabena Qualitative Research provides custom qualitative research—across a broad range of categories—to deliver insight mining, strategic guidance, innovative solutions, and concept development. Continue reading »

   30. Saros Research ltd

       

       Saros is the UK’s leading database-driven research participant recruitment service. We believe the intersection of new media and established qualitative techniques represents exciting possibilities still to be fully explored. Continue reading »

   31. Saurage Research, Inc.

       

       The Saurage team applies the newest tools – online communities, bulletin boards, panels, mobile – with traditional methodologies to locate go-to-market insights for actionable strategies. Continue reading »

   32. SIS International Research

       

       Our methods include online qualitative methods, focus groups, ethnography, home visits, in-depth interviews, social media, analytics and more. Continue reading »

   33. Slaughter Branding

       

       Our national, market-leading clients rave about our broad toolkit and unique designs that help them seamlessly reach farther into their consumers world’s, without having to leave the comfort of their offices. We have extensive experience both in one-off studies, as well as in the hottest areas of qualitative research — online insights communities and panels. Continue reading »

   34. The Polling Company/WomanTrend

       

       Full-service research firm located in downtown Washington, D.C. that designs and conducts quantitative and qualitative research including telephone, Internet-based, and mail surveys, as well as in-person and online focus groups, in-depth interviews and ethnographies. Continue reading »

   35. the tapestry group

       

       Tapestry group is at the forefront of innovation in qualitative research. A team of broadband thinkers and brand engagement specialists we bring diverse expertise to strategic initiatives. Continue reading »

   36. Thornhill Associates

       

       We use a full array of methodologies and tools including pre-tasks, journaling, traditional focus groups, as well as research conducted via video, on-site, online, and mobile. Continue reading »

   37. Thoroughbred Research Group

       

       We routinely program and host web surveys, conduct traditional and online focus groups, provide full coding and tabulation services, and more. Continue reading »

   38. Touchstone Research

       

       Touchstone Research has extensive expertise in youth research, digital research (online qual/quant & mobile technologies), and creating and managing custom online proprietary research panels & insight communities. Continue reading »

   39. Van Patten Research

       Liz Van Patten is a pioneer in the use of online qualitative and “hybrid” (i.e., qualitative/quantitative) research methods. Since 2001, Liz has designed and executed domestic and international online research projects in a range of industries. Continue reading »

   40. Whyze Group

       

       Whyze Group provides deep insights into influencing buyer behavior to Global 2000 companies, strategy consultants and ad agencies. Continue reading »

   41. WorldOne

       

       WorldOne is the leading market research fieldwork agency in the healthcare industry, offering accurate, timely, and cost-efficient data collection with access to millions of physicians, allied health professionals, and healthcare consumers. Continue reading »

   42. Z. Research Services

       

       Companies looking to match the right online qual method to their marketing issues come to Z. Research Services. Continue reading »