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One-On-One Qualitative Research

One-on-one qualitative research got its roots in the offline world in the form of face-to-face in-depth interviews (IDI’s). iModerate has taken the one-on-one qualitative research approach online, providing clients the depth and openness of an IDI and the efficiencies of an online methodology. Our one-on-ones allow researchers to have candid conversations with respondents and probe deeply with each individual. Moreover, they alleviate the inherent pressures and biases of a group dynamic. Our one-on-one qualitative solutions can be used in conjunction with an online survey or as a stand-alone qualitative tool. Whatever the application, these one-on-one interview sessions help you effectively listen to consumers and achieve your research objectives.

What is one-on-one qualitative research?

Qualitative research, whether in the form of groups or one-on-ones, is designed to reveal consumer behavior and the perceptions that shape their buying habits. By providing in-depth access into the mind of respondents, qualitative research delivers feedback that offers a deeper understanding. One-on-one qualitative research allows for more personalized, and often more engaging discussions than qualitative group methods. Moderators are able to focus on the individual and delve deeply into their opinions to truly understand the dynamics at work as they relate to the topic. iModerate’s online approach gives respondents an added layer of comfort as they are essentially anonymous. This translates to a more open and honest conversation even when discussing the most sensitive of subjects.

Benefits of iModerate’s online one-on-one qualitative research approach include:

  • Quick turnaround: Complete a project in a fraction of the time of other qualitative methods.
  • Increased candor: Pressure and the impact of group dynamics are eliminated, allowing respondents the opportunity to be more truthful and candid with their personal views, especially when it comes to sensitive subjects.
  • Cost-effectiveness: One-on-one qualitative research utilizing online channels leverages the economies of technology as well as enables you to save travel time and money.
  • Intimacy: The one-on-one nature and anonymity of the respondent allows for in-depth, personalized conversation than is offered in a group setting.
  • Greater reach: No geographic boundaries and no set number of participants.
  • More flexibility and customization: Number of discussions, conversation length and other project components are tailored to meet your objectives.

The iModerate difference

iModerate has always focused on online one-ones. The blend of our qualitative heritage, proprietary software, unique approach and specialized moderators has made us the research standard for individual online conversations. iModerate’s solutions give you the unique opportunity to harness the power of qualitative research without the hassles and limitations of traditional methods. To that end, we offer a level of flexibility and customization that allows you to be more efficient and tailor your projects to meet your objectives.

Contact iModerate to learn more about a customized solution designed with your unique business objectives in mind.

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