Online Discussion Boards

By Jay Zaltzman and Betsy Leichliter

Discussion Boards (also called forums or bulletin boards) continue to be a popular qualitative method worldwide due to their versatility and the rich results they can generate.

Discussion Board participants typically commit to log in once or a few times per day over the course of a few days or longer, to participate in an online experience moderated by one or more skilled qualitative researchers.   Participants can be from a mix of geographic locations.

Researchers can set up different sections of a board in various ways:

• One-on-one mode — where each participant communicates with the moderator, but does not see or respond to comments from other participants
• Blinded or masked mode — where participants must post their own comments before they can see and reply to what other participants have posted
• Group mode — where all participants can see and reply to each others’ comments in a threaded discussion

Moderators can give each participant access to an entire board, or just certain sections.

Clients can log in to watch a board unfold, and confer by posting comments that are visible only to the client/research team. Teams can also have their own private work area within a Discussion Board platform for planning, collaboration, and debriefs.

Boards often involve 15-20 pre-recruited participants, but the optimal number depends on the circumstances.  For example, if participants have a great deal of expertise with a topic, it may be more productive to work with fewer participants.  Boards offer the flexibility to start with a large number, break them into subgroups, or invite selected participants to engage in further activities online or offline.  Decisions about size should consider the time required to actively moderate and interpret the input from all participants, since it can be extensive.

In the past, Discussion Board participants communicated primarily by typing and posting their thoughts. Observers did not have any way to see the facial expressions and body language cues evident in face-to-face sessions.  However expert moderators developed ways to utilize analogies, projectives, and other techniques that can help board participants express their hearts and minds through “digital body language” with a remarkable degree of personality and affect.  Now Discussion Board platforms often include webcam/video capture, audio/voicemail capture, and mobile input tools that can incorporate even more facial expressions and body language into the discussions.

Overall costs for Discussion Board projects are often similar to costs (excluding travel) for face-to-face projects involving the same number of participants.  Recruiting and incentive costs tend to be similar for both methods, renting platforms may be cheaper than renting physical facilities, but boards can be much more labor-intensive for qualitative researchers and sometimes require expert tech support.

“Discussion Boards continue to be popular worldwide due to their versatility and the rich results they can generate.”

Online Boards – Strengths:

• Skilled qualitative researchers can obtain great depth from boards, since participants can take their time to provide thoughtful responses.  In contrast to real-time sessions, board participants have the opportunity to complete every question or activity at their own pace, and moderators can follow-up on the fly with any or all participants.
• We find that boards can provide the “best of both worlds” in terms of individual perceptions and group interaction.  Participants are less likely to defer to others since…
  • They can participate from the psychological security of their home or workplace
  • It’s easy to let them share thoughts individually with the moderator before or after they interact with others
  • They can remain fully anonymously (with usernames and avatars rather than personal names or photos)
• Boards can be labor-intensive yet efficient. One board often generates more qualitative data than a few real-time sessions involving the same total number of participants.  So for some projects, one board per segment may be sufficient, which can save time for busy client observers.
• Since boards can be set up on a project-by-project basis, they do not require high up-front investments or long-term commitments.  Companies that need frequent access to specific target groups may find it more cost-effective to set up longer-term proprietary online “convenience panels” or “communities” (discussed in a later section).

 

Online Boards – Challenges:

• When researchers or clients are disappointed by Discussion Boards, it is often because they were not able to achieve the level of group interaction they hoped for.
  • Sometimes this stems from using the wrong recruiting sources or methods. With Discussion Boards (and most other qualitative methods) it is typically necessary to use qualitative recruiting specialists to find people who truly fit your target specifications.  Online panels designed for sourcing survey participants may not be appropriate, if their panel members are accustomed to taking quick short surveys rather than engaging in activities and conversations, or if they cannot provide expert human recruiters to help evaluate and authenticate recruits.
  • Sometimes disappointment happens when researchers try to write a Discussion Board as if it were a Q&A-style survey instrument, rather than designing an engaging, evolving qualitative research experience. If the issues you need to address can be covered well in a survey, by all means conduct a survey — that may be a much simpler way to go!
• When using boards, it’s never safe to assume that “if you build it, they will engage.” Success will hinge on skilled qualitative researchers who can boost interaction by: 1) helping participants quickly understand how to engage with each other, 2) focusing and re-focusing the discussion as it unfolds, and 3) using online and offline communications to keep participants engaged and help them feel valued.  A follow-up comment often heard after successful Discussion Boards is, “I really enjoyed this. Having a great moderator makes all the difference!”

“A follow-up comment often heard after successful Discussion Boards is, ‘I really enjoyed this. Having a great moderator makes all the difference’.”

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Find Platforms

1. Online Discussion Board Focus Groups & IDIs (22) +

   1. 20|20 Technology

      

      Offering QUALBOARD® – for bulletin board focus groups, QUALMEETING™ – for live, webcam interviewing, QUALJOURNAL™ – for online journaling and immersive research, QUALANYWHERE™ – for mobile qualitative research and QUALLINK™ for quant-to-qual hybrid studies. Continue reading »

   2. 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 »

   3. 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 »

   4. 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 »

   5. 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 »

   6. 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 »

   7. FocusForums

      

      Integrated, easy to use and instantly familiar online platform that includes Discussion (Bulletin) boards, Journaling, Mobile and Analysis tools. Continue reading »

   8. 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 »

   9. Gongos Research

      

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

   10. 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 »

   11. 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 »

   12. 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 »

   13. 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 »

   14. 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 »

   15. 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 »

   16. 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 »

   17. Qualvu

       

       Qualvu is changing the qualitative research industry through an innovative video-based platform that enables companies to connect with their customers, gather rich insights, and make better business decisions. Continue reading »

   18. Ramius Corporation

       

       Ramius is an award winning developer of online community systems and enterprise social networking platforms. Continue reading »

   19. 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 »

   20. Toluna

       

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

   21. Userlytics Corporation

       

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

   22. 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 Discussion Board Focus Groups & IDIs (49) +

   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. Advantage Research, Inc.

      

      Top Milwaukee area facility for B2B, focus groups, one-on-one interviews, in-home interviews, product placements, CLT’s, mock trials, ethnographies, taste tests, etc. Continue reading »

   4. 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 »

   5. 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 »

   6. 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 »

   7. 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 »

   8. 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 »

   9. 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 »

   10. Clear Seas Research

       

       Clear Seas Research provides market research solutions to clients in over 60 industries through custom research, syndicated studies and omnibus capabilities. Continue reading »

   11. 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 »

   12. 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 »

   13. Culturati Research & Consulting, Inc.

       

       Culturati is a full-service market research firm, specializing in qualitative and quantitative research, Learning-to-Action Sessions, online research solutions, and U.S. Hispanic consulting services. Continue reading »

   14. Decision Analyst

       

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

   15. Doyle Research Associates

       

       Doyle Research methods include webcam, bulletin board, video diaries, immersion, and mobile research, as well as a variety of specialty services including ideation, social media analysis, qualitative meta-analysis and group facilitation. Continue reading »

   16. Epley Research & Consulting

       

       Using the Epley Probe® Methodology, executive interviewers conduct qualitative interviews to help clients learn what is beneath the surface in their relationships with customers, prospects, business partners, vendors, or others that affect the bottom line. Continue reading »

   17. Fader & Associates

       

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

   18. Focus Pointe Global

       

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

   19. Goodmind

       

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

   20. Hagen/Sinclair Research Recruiting, Inc.

       

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

   21. 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 »

   22. 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 »

   23. 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 »

   24. 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 »

   25. 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 »

   26. Insights Marketing Group

       

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

   27. 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 »

   28. 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 »

   29. Leichliter Associates LLC

       

       Qualitative and interactive research for new products, services, environments, and experiences. All methods – in-person or remote via phone, web, mobile. Continue reading »

   30. 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 »

   31. 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 »

   32. 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 »

   33. Rapport Marketing Research, LLC

       

       RMR’s hybrid ethnography/technology approach leverages the consumer’s natural use of mobile and online in their everyday lives. Continue reading »

   34. Recruiting Resources Unlimited, LLC

       

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

   35. Research Between The Lines

       

       Our unique approach is geared toward decision-making, not just information. We place equal value on qualitative and quantitative data, believing both are required to provide true insight that leads to actionable information.
       We frame your project based on a clear understanding of your business issues, sketch a research solution, draw the hard lines with quantitative research, and use qualitative research to provide the color, so you see the full picture when making marketing decisions. Continue reading »

   36. 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 »

   37. 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 »

   38. 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 »

   39. SIS International Research

       

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

   40. 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 »

   41. 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 »

   42. 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 »

   43. 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 »

   44. 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 »

   45. 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 »

   46. 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 »

   47. Whyze Group

       

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

   48. 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 »

   49. Z. Research Services

       

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