Personal interviews
There are various tools available to the online researcher for conducting personal interviews, such as private chat rooms or video calling. The Internet can connect a researcher with many people around the world and make it possible to conduct interviews with more anonymity, should respondents require it.
Observation/Online ethnography
Taking its cue from offline ethnography, online ethnography requires researchers to immerse themselves in a particular environment. In this way insights can be gathered that might not have been attainable from a direct interview. However, they do depend more heavily on the ethnographer’s interpretation, and are therefore subjective.
Online research communities
Although online communities are a valuable resource for secondary research, communities can also provide primary data. General Motors’ Fast Lane blog is an example of an online research community that helps gather research data. The blog can be used as a means to elicit feedback to a particular research problem. This is qualitative data that can aid the company in exploring their research problem further. In many cases, social media can be used to gather insight about a brand or customer experience. It is important to remember, however, that a representative sample is necessary for making solid conclusions.
Listening labs
When developing websites and online applications, usability testing is a vital process that will ensure the website or application is able to meet consumers’ needs. Listening labs involve setting up a testing environment where a consumer is observed using a website or application.
Conversion optimisation
Conversion optimisation aims to determine the factors of an advert, website or web page that can be improved in order to convert customers more effectively. From search adverts to email subject lines and shopping cart design, tests can be set up to determine what variables are affecting the conversion rate.
The Conversion Optimisation chapter covers tools for running tests, such as A/B split testing and multivariate testing.
