Format

One-on-one.
Asynchronous diary question and answer format between moderator and respondent, with ability for limited group interaction.

Group.
Asynchronous (not real-time) discussion between moderator and multiple respondents. Has ability to restrict to individuals for certain topics.

One-on-one.
Real-time remote one-on-one interview with screen sharing between moderator and respondent.

Group.
Real-time 60-90 discussion between moderator and multiple respondents.

One-on-one / group.
Video question and answer between moderator and respondent(s). Can be asynchronous or real-time.

One-on-one.
Real-time 10-15 minute instant messaging session between moderator and respondent during web survey.
Invite respondents to chat at intercept. Include extra incentive for participation.

Fielding Period

1-2 weeks

2-7 days

2-7 days

2-3 days

2-3 days

One or more 4-hour “intercept” sessions with several moderators

Number of Respondents

12-15

12-15 per group

12-15

6-8 per group

12-15 individuals; can do groups of 6-8

40 or more from web survey total sample

Respondent Characteristics

Diligent, responsive, articulate.

Diligent, responsive, articulate.
Must log on 30 mins/1 hour per day.

Must have computer, screen resolution and bandwidth compatible with video screen-capture software.

Able to keep up with quick discussion pace.

Must have a computer/Internet connection that works well with a video camera. Send camera to participants as part of incentive.

Carefully screen for respondent articulateness, completeness (method provides limited ability to probe).

Survey logic can be programmed to select only “qualified” respondents for chat.

Stimuli

Can accommodate more complex ideas. Richer insight yielded from image/video involvement.

Simple—easily understood (visual images, video or text).

Live dynamic website or software.

Simple—quickly viewed/read and comprehended (visual or text).

Simple—easily understood ideas.

Restricted to what’s shown in web survey.

Output

Transcript with attached images and links to audio/video files.

Transcripts.

Video files of screen-capture.

Transcripts.

Video files.

Transcripts and moderator summary report.