Our 10 Best Tips for Successful Online Ethnos
When all our insights and strategy work moved online, we kicked off our shoes, put on a cup of coffee, and embraced the new normal. Here’s what we’ve learned so far about finding actionable insights in the virtual space:
1. Embrace the Space
Intimacy is the best benefit. The goal of all our work is to get past what respondents think they should say to what they really feel. And somehow when you are inches from their face, we’ve found that respondents are more open. It’s just a hunch, but it feels like respondents see us as more human. We are calling them from our bedrooms and our kitchen counters, and they can see that. It’s two-way conversation, a peek into our lives.
2. Leverage Geographic Representation
There are no geographic restraints online. Rather than having to narrow down from our top 5 markets to our top one or two, we can recruit in ALL of them, getting a better flavor for geographic differences.
3. Immediately Engage Clients*
During an in-home, clients are forced to pay attention, but there's no enforcement from home. It is easy to get distracted. To keep engagement high, ask clients to jot down key takeaways and the time of key quotes. Immediately following each interview, host a 15-minute debrief. The immediacy of ideas and observations is a huge asset.
4. Use the Zoom Chat Feature
In live interviews, when a client has a question it could interrupt the flow that the moderator has established. And conversely, when clients are sometimes hesitant to interrupt, their questions don't get asked. The chat feature on Zoom allows clients to privately probe and ask questions of the moderator. Moderators can then figure out the most strategic place to insert those questions. This not only allows the client to be a more active participant, it also yields better learning.
Note: As with in-person ethnos, a few questions during an online interview are encouraged, but too many questions or rapid-fire questions can be distracting and throw the interview off course.
5. Create Inclusivity (and Buy-In)
Many more clients can listen in and feel a part of the process. People from many different departments can listen in without fear of losing too many days from work, running up the travel budget, or having too many people in a respondent's home.
6. Mind the Time
There’s something about being in front of a screen that is draining after a while. A good rule of thumb is to keep the interview under 90 minutes. If it needs to be in that 60-90-minute bracket, give respondents activities so they get breaks.
7. Expect Technical Difficulties
We've all been on the dreaded Zoom call when the connection is wonky - faces freeze, sounds echo, and video/audio just cuts out. Everyone's WIFI connection and level of technical skill varies. Be patient as respondents and sometimes even moderators may experience bad connections, power outages, or inoperable cameras, screenshare difficulties, etc. We are all getting ourselves up to speed on these platforms and sometimes even the platform can have service issues with so many people using them these days. When platforms are inoperable or WIFI is down, have a Plan B in place (e.g. switch to a phone call or reschedule if needed).
8. Take Faster Notes
During an in-home ethnos we recommend notetaking by hand because taking notes on a laptop can be seen as unengaging or too formal. However, Zoom calls allow moderators and clients to type notes on their laptops (which is probably quicker and easier for most).
9. Share Your Screen
Take advantage of the ability to show respondents stimulus by sharing your screen. It's a super easy way to share ads, product, etc. without having to lug stim around. Also, switching to share screen mode breaks things up nicely. Two, maybe 3, is the optimal number of stim to share.
10. Stand up and stretch
Sitting at your screen for 2 hours can put strain on your eyes, neck, or back. Take a few stretch breaks, roll your neck, close your eyes, move your muscles and readjust your position a few times during the call. Moderators can also schedule a break like this with their respondents to help re-energize them.
And let us not forget some unexpected, personal benefits …
You can keep your shoes on (or take them off)
You won't encounter pet hair, dust, or other allergens
You have access to your own bathroom (enough said)
How are your interviews going? Any unexpected benefits or silver linings? We’d love to hear how it’s going on your end. Email us at hello@ignite-360.com
*A few BONUS tips for clients and moderators alike
Have snacks and beverages on hand so you don't have to get up and miss the conversation.
Turn off all notifications (email, text, calls), and plug into the call by putting your headphones on.
Take care of business (bio break) before the call
For a deeper understanding of what makes for a good ethnography check out these reads:
THE LITTLE THINGS THAT ADD UP: 3 TIPS FOR GREAT ETHNOS
AND THE OSCAR GOES TO…THE WELL-CHOSEN RESPONDENT! [5 MIN READ]