Qualitative Market Research Methods: Are Online Bulletin Boards All They’re Cracked Up to Be?

We’ve all heard the buzz about using online bulletin boards. They’re new. They’re trendy. They’re cost-effective. They’re time-efficient…But are they really? We’ve spent some time looking into it. We did some of our own research into the real, differentiating value and fit of online bulletin boards compared to other, commonly used research methodologies.  It’s not enough to just jump on the band wagon when something’s shiny and new. The real question is: Do online bulletin boards best serve the objectives of a specific project?

Let’s look at how online bulletin boards stack up against our other go-to qualitative market research methods…

Because they use the internet, online bulletin boards allow us to hear from a large and diverse pool of respondents,  giving us access to segments that are unreachable or so dispersed that traditional market research proves impractical.  Online bulletin boards definitely allow for much greater reach when searching for respondents…But so do TDIs and online focus groups.

Online bulletin boards give respondents the opportunity to participate in research from the privacy and convenience of their own homes.  This is not only convenient, but there is also a sense of privacy and anonymity afforded to a respondent behind the computer screen (instead of in front of the glass) that can actually allow for a more candid and holistic view of respondents…But so do web-assisted TDIs and online focus groups.

Online bulletin boards allow clients/observers to easily see the research while seated at their desks at work, or even from the comfort of their own homes. This certainly cuts down on travel costs and all associated food costs.  Not to mention the time efficiency, as we are afforded the ability to do more work, or even spend time with our families, instead of stuffed into an airplane or in the back seat of taxi. By eliminating travel costs and time, this could potentially allow for even more team members to observe the research…But again so do TDIs and online focus groups.

So here are some of the conclusions we’ve reached:

  • When travel costs are really prohibitive (i.e., international, large number of client/agency attendees, or more than your average markets), bulletin boards may be a good solution.
  • When open discussion and rich exchange of ideas over time is a key objective (e.g. new conceptual product ideas, brand perceptions, etc.), the asynchronous nature of bulletin boards may be value add.
  • When you are looking for answers around limited/single specific topics or questions—and deeper insights or granular detail isn’t needed—bulletin boards may provide some thoughtful answers.
  • When the research you’re conducting is website related (e.g. website usage), the online vehicle and asynchronicity may benefit your project objectives.

Beyond the above mentioned scenarios, online bulletin boards generally are neither noticeably cheaper nor faster than other methods.

These are our learnings and conclusions, but we’d love to hear your point of view.  How do/could online bulletin boards best fit your research needs?

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