Online Research

Why should I consider online research?

A pure way to engage

The intimacy of the home environment coupled with its privacy allow for an immediacy of connection with the moderator. Additionally, the act of taking part in research on a home computer places the respondent in a 'safe place' – and gives access to the most distilled reflection of themselves and their opinions. It's also an effective youth methodology: sometimes research facilities are not the best way to access insights from teens, the formality and unfamiliarity of the environment serve to put up barriers between them and the moderator.

An honest response

Additionally, the effects of peer pressure are often evident in discussion groups, the most dominant respondent often 'forces' the others into 'me too' responses. The anonymity of the online environment is liberating to the less assertive respondents, they feel empowered to speak their minds and to disagree with each other. Debate is fostered rather that reaching for consensus. There is a school of thought that challenges this point of view: wouldn't online research allow for 'alter ego' creation and thus a less honest response? In all of our experience we have seen that this is a rarity – most young people see blogging, chat rooms and bulletin boards as emancipatory, allowing them to express their true selves rather than being a forum for play-acting. A good moderator will be able to spot inconsistencies in opinion and probe on them, just as they would in a face-to-face group.

Deep findings

Online research also engenders deeper insights and access to more material. The home PC is often a haven for people, a reservoir of their personality, their photos, their thoughts, projects and correspondence: a natural place from which to participate in research. It is a short leap to incorporate this body of work into blogs and bulletin boards… whereas paper diaries are often a jump in media too far.

  • Blogs

    The media landscape is constantly changing, and one of the primary driving forces is new technology. One of the most important recent developments has been the emergence and spread of blogs (or web logs). These have changed the way in which people interact with each other, how communities are formed, how information is shared and ultimately also how opinions are formed. The extent to which the blogosphere has become part of mainstream cultural life reflects the fact that we now live in an age where people are increasingly empowered to create their own content and tell their own stories. 

    We believe that blogging can be an incredibly powerful research tool. Blogs work as a form of digital online diary that enable us to access people's lives, their ambitions and their values as well as explore any particular issues around a specific brand, product, service or category.

    This works particularly well as blogs acts as very personal, intimate and interactive forums within which people can express themselves, and can do so with time to reflect on the issues at hand. Furthermore, the very nature of the platform encourages people to include audio-visual material to illustrate their worlds, whether this be in the form of digital photos, sound clips, web links, short films – all of which add depth and texture to our understanding.

    In order to manage the entire process, Flamingo has developed its own bespoke blogging website which is user-friendly, intuitive and secure. This means that people with little or no experience of blogging can take part in it, with each participating blogger being given their individual login and password.

  • Bulletin Boards

    The interactive nature of this platform works well to foster debate around big subject areas, with participants from all around the world logging on and posting their thoughts in response to both the moderator and other participants.

    • The fact that it is drawn out over a period of time (usually a week) means that there is space to change the direction of the conversation as hypothesis evolve.
    • The web-based nature of it means that participants can upload different forms of digital media to illustrate their answers, thereby giving depth and a strong texture to it.
    • Participants can take their time in posting their answers to questions.
    • Clients can log into the bulletin board at any time to monitor progress and give feedback.

  • Online Groups

    Online groups are real-time online discussion groups of 6-8 respondents, moderated and lasting 90 minutes. The client is present at the group behind a 'virtual' mirror. We've seen that online environments allow young people to shed inhibitions and reduce peer pressure and bias. We've used online groups to discuss everything from excessive drinking to kissing. Beyond being a purely youth-focussed methodology, the online chatroom has many more advantages. The written form of communication is more likely to take time and be considered. Also, its online nature means that it offers increased access to the target as they do not need to 'present'.