You should consider running online qualitative research when:

  • you have a geographically spread sample

  • you need to give respondents time to consider and react on their experiences

  • you want to encourage open, expressive, and creative thought and response

  • you want to capture pictures and videos in the moment

  • the service / product / problem to be researched is also based online

  • you need to track shifting attitudes and behaviours over time

  • you need a balance between the individual’s story and group reactions

  • the topic is extremely personal or complex, in which case respondents might struggle to express themselves in a face-to-face environment