When can online research be used?

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Benefits for research in general:

The opportunity to obtain deeper and more extensive information
Provides maximum insights due to the presence of a large volume of video and photo materials
Participants express their opinions more openly, the discussion is structured as equal (the number of socially significant desirable answers is minimized)
The opportunity not to rely on the memory of the participants, but to directly interact with the topic being studied in a natural environment (for example, they received a question, went, looked, took a photo and immediately posted it on the forum).
Limitations of Qualitative Online Research:

Does not cover all target audiences. The main target guatemala cell phone number list audience is city residents aged 18-35 with constant access to the Internet.
Limited nature of social presence, inability to track non-verbal reactions of participants (facial expressions, postures, gestures, spatial characteristics of joint discussion, eye movements; paralinguistic means of speech – laughter, intonation, pauses, special stresses, semantic accents, etc.);
Less spontaneity in responses as participants have a long period of time to think about their answer.



In-depth study of everyday practices, study of consumer behavior, especially of young people, study of trends and tendencies (ethnographic research)
Testing multimedia products (videos, websites, etc.)
Testing new services and products in a natural environment
Testing of packaging, printed advertising materials (billboards, etc.)
In-depth brand research (reasons for refusal, brand loyalty, brand image)
Studying specific hard-to-reach audiences: experts, high-income respondents.