The only way to the findings is by reading and reading and reading. It takes time for the researcher to read and organize and assimilate all this data - there is no equivalent to being in on the groups and being able to get thinking right away on what to put into the report. But the text arrives unobserved, often in a silent, relentless avalanche that can overwhelm the researcher. And therein lies the hidden cost of online qual - it can be easy and inexpensive to collect large amounts of textual data, without the normal burden of room hire or transcription fees.
The Internet has become a very natural place to carry out qualitative research, as it is an environment where many harder-to-reach groups like senior professionals or the under 25s are to be found, not just in abundance but often in a conveniently loquacious mood.
consulting firm meaning ltd., writes as an independent software analyst and advisor. Editor’s note: Tim Macer, managing director of U.K.
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