Internet interviews
Questions this method answers: Effective in certain targeted studies involving small number of users.
Statistical reliability: none-low; small sample size (12-60 respondents)
Functional Scope: 2-3 tasks or interaction sequences
Fees: Moderate cost per subject
Lead time: 2-3 weeks for top line report
Geographic reach: Best in areas of excellent internet access
Deliverable: Video tape summary + report/recommendations
Major advantage: Sometimes compelling demonstration of user interaction with your product or service. Offers recording of user responses and interactions.
Disadvantages: Small sample size; mostly subjective data; current tools are difficult for user to install and understand. Systems sometimes highly unreliable, based on quality of user's connection and technical understanding. Data analysis is time-consuming and expensive when compared to other methods. Not suitable for business-critical decision-making.
Quality of service issues: Methodology is complex and frequently employed to gather data better obtained by other research methods. Many tools currently offered do not perform as advertised.
Applications
- Web sites
- Web 2.0
- Client apps.
- Product interfaces and support materials
- Almost any type of product or service
Used in combination with
- Lab-based study
- Large sample on-line testing
