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Each of our strategic services can be accomplished using a variety of methodologies. Our job is to structure the most effective research design by choosing the appropriate methodology for each client’s situation. We employ traditional qualitative methodologies, like focus groups and in-depth interviews. But we are also pioneers in applying online qualitative techniques such as online focus groups, journaling, and bulletin boards. Often clients come to us with a bias towards a certain methodology, but without a clear understanding of the best way to reach their target audience and answer their research questions. We at Edge are well-versed in a variety of data collection methodologies and can help you choose the best one for your research needs. The table below illustrates the range of qualitative methodologies we consider:

Qualitative Methodologies

	Descriptions	When to do

Focus groups	2 hour open-ended discussion among 8-10 ppl. Usually conduct series of 4-8	Traditional method, myriad purposes

Diads, Triads, or Mini groups	1-2 hour open-ended discussion w/ 2-6 ppl. Usually conduct 4	Limited sample; limited budget; time constraints; group interaction w/ in-depth responses; social network

Social network groups	Much like focus group, but among social circle. Usually conducted in more "informal" setting, living-room style	When social group is key factor impacting relevant decision

In-depth interviews	30 min-1 hour open-ended discussion w/ one person either in-person or over the phone. Usually conduct 10-50, depending on # of audiences	Don't want group bias (for instance, reaction to stimuli); sensitive topic; limited sample; geographic diversity; elite pop difficult to schedule

Ideation	1/2 day to 3-day session w/ employees, other stakeholders, and/or creative consumers	Brainstorming new ideas and concepts, and then refining and prioritizing them

Super groups	1-2 day session w/ "best" customers or stakeholders to inform strategic direction, obtain buy-in, and promote loyalty	Pre-research with key customers or decision makers before investing significant resources in new directions. Also marketing tool for client

Dial groups	2-3 hour session among 10-100 ppl. Qual/quant mix w/ special computer equipment. Usually conduct 1-4	Reactions to stimuli; ability to gain both quantitative and qualitative feedback among large groups; experimental design; moment-to-moment reactions to stimuli; instant graphical analysis

Usability testing	Either IDIs w/ lab-in-a-bag technology; or mini-groups w/ Internet access. Usually conduct 15 IDI's, 4-8 mini-groups	Feedback on website design, content, navigation, usability

Online focus groups	Online interactive chat session led by a moderator. Conducted in real-time. Typically 6-8 respondents and lasts about 1 1/2 hours	When respondents cannot be recruited to in-person groups either because they are too busy or are too geographically dispersed. When budget does not allow for travel

Online QualBoards (bulletin boards)	Online session led by a moderator among 20-25 respondents. Moderator and respondents post comments in a threaded message format. Respondents can log in whenever it's convenient for them. Usually lasts 3-5 days	Ideal for ideation and reaction to new concept designs, advertising, websites, etc. Allows more time for respondents to complete "homework" relating to stimuli. Ideal for busy executives and/or international studies

Journaling	Typically 2-4+ weeks in length. Respondents log-on daily (and independently) at their convenience to record behavior or daily routines	Need for behavioral or attitudinal data that reflects longitudinal behavior in the participant's natural surroundings. Often conducted in the weeks prior to a focus group or online bulletin board and discussed in the group