• There are no suggestions because the search field is empty.

Your Guide to Online Qualitative Research

Published 14 June 2021 1 minute read

Market research
Online qual

Online qualitative research is an established methodology that is widely practiced around the world by researchers, planners and strategists. In fact, it’s used to great effect by anyone who needs to understand what people (consumers) think, feel and do.

It’s an exciting area to be involved in. New technologies are making it easier
to get consumer insights at a pace that modern businesses demand. Most notably, online qualitative research allows researchers to “be with” consumers almost 24/7 without having to physically be there – thanks to the advent of smartphones and other connected devices. Contrary to common beliefs, online qualitative research is complementary (rather than alternative) to traditional in-person or offline qualitative research.

In this guide you will learn when to use online qual, which method best meets your research objectives and much more. Download our comprehensive guide to Online qualitative research and get in touch if you want to discuss your project in more detail.

Yours to keep


Discover our platform and services


The insight platform for online qual, research communities, digital diaries, ethnography and more.

Services & Support

A range of expert research services and resources to help you deliver your projects with ease, speed and reach.


Human insight with impact; leveraging our academic and industry experts to uncover insight, create impact and make confident decisions.

Zwift image

Strategically, Further’s insights provided clear and directional answers that will guide us through our next phase of growth

We helped Zwift understand users and non-users needs and wants so they could prioritise their innovation pipeline


The online research community approach represents a cost-effective means of engaging with a wide group of individuals, many of whom are often harder to engage

We helped Macmillan Cancer Support understand why the national Cancer Patients Experience Survey documents that ethnic minority, LGBTQ+ and older cancer patients consistently report more negative experiences and outcomes in cancer services.


We were amazed at the level of insight we achieved in just a week. Further opened our eyes to new ways of researching and understanding our staff

We helped Conde Nast International define a new global mission and vision statement


Further really understood the brief and were extremely proactive. We are now very confident that we’re taking the right products and proposition to market.

We helped this insuretech startup tailor their customer value proposition for the UK market ahead of a planned launch


Further's expert team pushed us to clarify assumptions and think about how to communicate the value of our products

We helped Keyhouse enter a new market and understand what target users of their case management software needed and how to position their offer

Linkedin image

With Further’s support, our developed understanding of employees’ needs has helped us to create more effective and compelling L&D solutions

We helped LinkedIn engage with their employees to discover, create, evolve and iterate new Learning and Development solutions.

What next?

Browse our site, download our resources, request a demo of our platform or speak to one of our experts

Browse our work
Contact Us