Remote Research: The benefits of going digital-first for qualitative research
In this era of unprecedented change, remote research methods are enabling brands to develop closer customer connections and richer knowledge about their audiences.
We explore why, despite what the moniker suggests, remote research methods can generate deeper insight and more empathy with audiences than traditional qualitative methods.
Remote research methods offer the opportunity to get closer to audiences. More often, more inclusively, with greater robustness and depth of insight.
The use of remote research methods presents an unprecedented opportunity for brands to gain a more comprehensive and empathetic understanding of their target audiences. While many qualitative researchers were forced to play catch-up, adopting digital-first research approaches out of necessity during the COVID-19 pandemic, remote research methods have long been a staple for our team.
Our project design process typically involves a blend of creative and practical ideas in order to deliver a balance of all the good stuff clients hope for when commissioning research: fresh thinking, inspiration, customer empathy and trusted data. Whilst we have many years of experience in classic qual methods, it is remote research methods that have long been our go-to platforms to best deliver these positive outcomes. And as we’ve all become even more ‘digital-first’ in recent years, the power of remote research only continues to grow.
Below we share the five reasons why you should consider going remote for your next qualitative or mixed-methods research project:
1. Remote methods promote inclusivity
Any good research project should strive for inclusivity. Accurately representing and reflecting the target audience is a must-have for trusted insight.
However, some traditional qualitative research methods, such as focus groups, lab-based user-testing and workshops, are limited in their ability to include diverse participants. Factors such as lifestyle, demographics, location, and time constraints all limit who can take part. For example, those who work during the evenings, have childcare responsibilities, have mobility challenges or do not live near the research location may be unable to participate. As a result, traditional qual methods are rarely as representative as good research should be.
In contrast, remote research methods offer greater flexibility and thereby, inclusivity. With the ability to participate from almost any location, at any time and using any device, audiences from diverse backgrounds and regions, with varying work and family commitments, can all potentially take part. With strong recruitment and briefing, participants from 8 to 80+, spanning a breadth of lifestyles and backgrounds, can easily contribute to remote research projects.
2. Remote research methods give a voice to everyone.
The first to speak. The loudest in the room. The most talkative. These people are rarely the most representative research participants. Howerer, these loud voices can often resonate too much in group-based qualitative research.
Methods such as focus groups or workshops may not be suitable for people who are shy, less articulate, or less confident in expressing their opinions. These quieter participants will naturally share less and have less influence on the final research outcomes. At the same time, confident individuals may dominate and introduce behavioural biases such as social desirability, groupthink, confirmation bias, and anchoring bias. All raising questions about the validity of the research.
In contrast, remote methods eliminate many of the behavioral biases that hinder traditional qualitative methods. They can create the space for participants to reflect and think before they answer. All participants, regardless of personality type, are given an equal opportunity to share their thoughts and ideas. Features such as unbiased and 1-2-1 response together with the iterative nature of remote research ensures all voices - loud and quiet - are heard.
3. Remote research is a great way to build empathy
The bulk of face-to-face qualitative research does not take place in the natural environments where participants typically spend their lives. Often it will be a viewing facility, UX lab or office where it’s hard to get a fully rounded picture of the person you’re speaking to or observing. Valuable empathy and context into their behaviour, attitudes and decision-making are often lost.
With remote methods, researchers can connect with and observe participants in their own environments - at home, at work, place of study, or on the go. Participants can share their experiences in real-time and in-the-moment, creating a more comprehensive understanding of their thoughts and feelings. This more accurate representation of the behaviours and habits of participants can lead to new or deeper insights.
And remote methods such as mobile diary studies or online communities enable the sharing of video, audio, device screencasts and photos. This semi-ethnographic data brings to life the subjects being discussed, provides valuable artifacts to support research findings, and builds empathy much more than sitting behind a two-way mirror in a viewing studio.
4. Remote research delivers authentic responses
In person, often with a group of strangers and a new environment, research participants will often be on their guard - mindful of what they do and don’t say and share and how it might be viewed by others. In traditional research settings, participants may feel self-conscious or nervous, leading to responses that are filtered or modified.
With greater anonymity and privacy, we often see more honest and authentic responses from remote research participants. In their natural environments and without strangers in the room, participants feel more comfortable, relaxed and open. They are more likely to let you into their lives. They are more likely to share a truer representation of themselves and their backgrounds. Their responses are often more honest and authentic.
5. Remote research is time and cost-efficient
Traditional qualitative research can often be expensive and wasteful. Huge amounts of time is spent organising, booking, traveling, setting up for interviews, user tests, and focus groups. The time and money given to these project elements offer little benefit to the researcher or client.
Remote research in contrast streamlines the whole process. No more venues to book, pay for and set-up. No more discussion guides and stimulus to print. No more unnecessary travel for researchers, participants or clients. Just think of all the hours saved.
And the research itself is also much more efficient. From whiteboards and discussions that are collated across sessions to automated transcriptions of research sessions. Collecting, organising and making sense of qualitative data has become a lot faster and easier. The researcher gets to focus on generating what clients are seeking: new insights, deeper empathy, and better guidance.
Whether it’s stretching budgets further, boosting sample robustness, or being able to turn projects around faster, these efficiencies provide the potential for conducting better and more research. More opportunities to engage, understand and develop value for audiences.
Remote research offers greater inclusivity and depth of insight while eliminating the biases and inefficiencies of traditional research methods.
By adopting remote qualitative research methods, you are on a path towards more accurate, insightful, and valuable projects that deliver actionable results.
