Getting more from online qualitative research: lessons from the meat platter

 

photo by Michael Ryno https://www.flickr.com/photos/michaelryno/

I have been doing research on charcuterie, of all things. Online, during COVID-19, participants (UK) in lockdown. As a qual researcher, I have used online platforms before. But rarely has it been so productive, conversations so (and I do apologise) meaty.

I think I know why this is. So here are FIVE THINGS I LEARNED from the experience. Many of you will know many of these things. But in case there are clients who think that research should not continue during these difficult times ... think again!

1. People are generally more willing to help and to contribute than you might think. But now more than ever. There is a real desire to connect, to share stories, observations, jokes. So although it was paid-for, online research on a specific topic, you must keep it human, lateral, humorous - it's about the people.
2. What worked better than questions were tasks and asking people to show me things. Pictures of fridge contents, packs in cupboards acted as a springboard to more interesting observations.
3. The online platform offered private response from individuals OR a public, 'forum' responses. The public forum was more productive and interesting. People took over, there were positive "pile-ons" which were quite revealing. People were more themselves, less "being respondents".
4. With only a limited number of days available, it is tempting to ask as many questions on as possible. Don't. Questions should not be 'scattered' on the ground. They need to be carefully, individually 'planted' and nurtured. Save some questions for the follow-up discussion. Follow-up a lot, like in real life conversations.
5. I wanted to explore the physical, visceral, tangible aspects of the sector. Getting emotional aspects of the experience of eating charcuterie. The gristly detail, you might say. It is possible, but you have to set the tone, lead by example. Just remember these three things: detail, detail and detail.

It turns out that charcuterie (shaa·koo·tuh·ree) is endlessly fascinating. But isn't everything (and, isn't everyone) when approached in the right way?