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Using unmoderated qualitative video responses or interviews for your consumer research is like running focus groups—but faster, cheaper and more convenient.
You get honest, candid and comprehensive feedback from your target consumers, without having to get them all in the same room at the same time. And that’s before we get to the catering…
It’s still a super valuable way to run qualitative research—when it’s done well!
To make sure yours is done well, follow these essentials and watch your high-quality video responses come rolling in…
And if you’re looking for a little refresher on unmoderated and moderated research, check this out 👇
There are two main types of qualitative research: moderated and unmoderated.
What’s the difference?
There’s no researcher present when people submit unmoderated qualitative research responses. This allows the respondents to give their responses in their own time and in their own comfortable environment.
Moderated research is where a researcher ‘moderates’ the sessions. Having a researcher right there in the room where it happens allows them to probe further into specific topics, giving a deeper level of insights.
It’s good to know the pros and cons of each type of research, so that you can make sure you set up the right research for your needs—and you get genuinely useful results.
Here are the pros and cons of unmoderated and moderated qualitative research.
Pros and cons of unmoderated qualitative research
Cons of unmoderated qualitative research
Pros of moderated qualitative research
Cons of moderated qualitative research
You won’t be in the room with them to clarify any questions or point them in the right direction, so it’s worth taking the time to craft a beautiful survey.
If you’re not clear with instructions and questions, you might get responses that aren’t useful or valuable to your business.
Here are some tips on how you can make sure your research gets responses you can actually use!
You want respondents to give you detailed answers that get to the heart of your topic. Encouraging respondents to add detail to their answers sets their expectations from the outset on how they should approach the question.
Don’t worry if your questions end up sounding repetitive as a result—it’s the most helpful way to guide respondents and that should be your priority.
Here are some examples of how you could add framing to questions:
This goes for all survey questions—limit yourself to one topic per question. Adding additional topics will confuse respondents. They won’t know which aspect to focus on and you’ll get unfocused responses.
It’ll also make your analysis a whole lot easier!
For the same reason, you should keep like and dislike questions separate (e.g. don’t ask: What do you like and dislike about…?).
You want to add structure and clarity to your questions, helping respondents fully understand what you want them to think about. A good way to do this is to chunk them down to questions and talking points.
We’ve found that, without a structure like this, the natural response for a lot of people is to give shorter answers that don’t really cover what you need.
Here’s an example:
Regardless of how beautifully you set up your survey, it’s unlikely that all of your respondents will record video responses that are exactly the insight you’re looking for.
By using a sample size that’s slightly bigger than the number of responses you want you should end up with a good amount of useful responses. But you also don’t want to gather too many responses, as that will add more time and effort to the analysis stage.
For unmoderated qualitative research like this we recommend a sample size of between 30 and 50.
By running qualitative research like this, you’ll be going in-depth into quite specific topics. That means you’ll need your respondents to be the right people with the right level of knowledge and experience for your research.
Make sure that your screening questions are robust enough to only let through respondents who you know will have plenty to say on your topic.
This is an art, not a science. Although you want robust screeners, don’t make them so specific that you’ll struggle to get responses.
And if you’re able to set up demographic targeting (which you can with Attest!) you can use this to help you get the right respondents.
The Consumer Research Academy is brought to you by the Customer Research Team—our in-house research experts. Any research questions? Email or chat with the team.