Clients continue to be amazed at the rich output from the online discussion boards. It is such a seamless way to combine both qualitative and quantitative research together in one project with the added benefit of creating a discussion around any aspects raised by participants. A client recently said to me when he reads feedback from a customer he often wants to continue the conversation with the customer and ask them more about their comment - an online discussion board gives clients exactly that opportunity with the respondents online and available for discussion over a period of up to 3 days. Any research projects suited to a mix of qualitative and quantitative approaches could benefit from this approach.
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