Online Qualitative

Online qualitative has replicated some of the most basic features of traditional qualitative.  They have taken advantage of the flexibility of time, and greater geographic representation to expand the scope of qualitative.  However, most applications haven’t looked to overcome the major problem with qualitative market research in a traditional setting, its size.

That’s what Socrates IDIs are designed to do.  We have a larger population pool.  We’re not stuck with specific cities, or specific times for meetings.  But, Socrates IDIs have unleashed one more barrier to the size of qualitative – the need for a moderator to conduct the interaction. 

As an automated online qualitative application, Socrates IDIs can explode sample sizes into bases that become incredibly reliable, a conclusion that previously was heretofore impossible.   Imagine being able to present qualitative data with the sample confidence of quantitative.  That’s taking true advantage of online qualitative.