17th April, 2013
PFA Research has selected InternetMR as a strategic partner for digital qualitative research solutions.
InternetMR provides an online focus group and diary system called MrQual, which allows research companies to facilitate an online discussion over a fixed period of time, among groups of people who have been recruited for the research.
Robert Rush, Managing Director of PFA Research, says the partnership is an important step in the company’s plans for the future.
“Most people now have a fairly decent internet connection at home and many of us are continuously connected to our online worlds through mobile technology. As a research company we are trying to make best use of this and the vast opportunities afforded through digital methods. The fact that we can bring people together for research, without limitations of geography, is a real benefit.”
Unlike a normal web-based survey, such as SurveyMonkey questionnaires where the questions are fixed and participants tick responses, the online discussion group allows for interaction between participants and for a facilitator to interject and direct the conversation.
The research client can also log on to observe the discussion – which is just like watching proceedings behind the two-way mirror in a traditional focus group facility. Comments posted by participants can be silently tagged by the facilitator for segmenting participants or for later analysis, and participants can be partitioned into different “break out” rooms to receive a different set of questions. When the discussion is complete (usually after three days), the facilitator can download a full transcription to help with analysis and reporting.
Robert Rush says, “The MrQual platform is an excellent addition to our research toolbox. We have found it smart, structured, and straightforward to use – as have our research participants, many of whom won’t have experienced this type of research process before.”
“I would also like to pay tribute to the MrQual team whose support has been excellent. We really value co-operative working, so we wanted a delivery partner rather than just a service provider. InternetMR is a company that completely understands our needs and shares our values for delivering an excellent customer experience.”