Online research has been mainly associated with quantitative questionnaires and panels. However, recent presentations at the Qualitative Esomar conference and newly developed tools and services show that online is becoming a powerful medium for qualitative research as well.

While early online qualitative focused on replicating focus groups, new ethnographic inspired approaches to online qualitative are proving to be a powerful tool for capturing and understanding customer experiences and behaviors.

Effectively executing in-depth immersive online qualitative studies requires new skills for qualitative researchers. In this workshop attendees will learn how to design, moderate and analyze immersive and ethnographic inspired online qualitative research projects.

This hands-on, how to workshop is designed for moderators and qualitative researchers who want learn how to brief, design and execute online immersive research studies and virtual home visits. This seminar will provide a combination of conceptual learning and hands-on experience that will enable students to immediately add a new and compelling offering to their research practice.

This workshop will cover the following topics:

• A methodological overview of online tools
• An overview of different type of studies and compelling case studies
• Quality criteria of online qualitative research
• Design of studies by research activities
• Creating activities to capture behaviors and emotions
• Using stimuli and projective techniques
• Recruitment and incentive strategy
• Moderating strategies for an online research project

Hands on labs will be used to give participants both technical and methodological knowledge.

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