Bulletin boards are a new and exciting way to carry out qualitative research offering several advantages over conventional methods for certain types of survey. This article summarises how they work and highlights their benefits and drawbacks.

An online bulletin board is a research technique that utlilises specialist software allowing respondents to log on to a password protected board where a moderator leads the discussion. Respondents type in answers to the moderator's questions and can react with other respondents' entries.

As for a typical focus group respondents are typically recruited via a screening questionnaire. A variety of recruitment methods can be used e.g. customer databases, online panels, telephone and face-to-face recruitment. Normally, around 25-30 respondents are recruited with the aim of obtaining 15-25 actual participants.

Respondents are sent an email containing details of how they can log in to the board and a summary of the commitment they are requested to make to the research. Generally, participants are asked to access the board on a regular basis over the duration of the exercise, typically 2-3 days, but it can be longer depending on the research requirements.

Discussion guides are developed in a similar way as for focus groups but, due to the interviewing medium, special care needs to be taken to ensure that the questions are clear and cannot be misinterpreted.

Several discussion guide topics can be made available at any one time with respondents clicking on each area in turn and giving their views. Moderators can probe further to dig for more information or to clarify any points made. New discussion topics can be made available at agreed intervals in order to build on earlier conversations.

Clients are able to observe the discussion at any time from any PC with Internet access and can interact with the moderator to help shape future discussion. Transcripts of the sessions can also be made available for immediate review and analysis.

The ability to interview respondents in smaller groups or on a one-to-one basis - the software allows for individual respondents or small groups to be asked questions with the rest of the group unable to see the questions or answers. This can be useful in exploring areas which are only relevant to a sub-section of respondents or where respondents may prefer to talk confidentially.

Moderators also have the option to ask "uninfluenced" questions where respondents will not see other replies until they have answered themselves.

The ability to show media - a special area on the screen is used to show respondents visuals as part of the research. This area can be used to display messages, still pictures, video or websites. Respondents can even post comments on any prompt material used. For instance, if a press ad is shown respondents can attach comments to particular areas of the ad to highlight any parts they particularly like or dislike.

Enhanced respondent interaction - as well as giving their opinions respondents can also be encouraged to post media relevant to the study they are participating in.

Client involvement - as mentioned earlier the software allows clients to anonymously view discussions at any time whenever it is convenient to them as well as allowing them to communicate with the moderator to let them know which areas they would like investigated in further detail. Prompt materials can also be revised or developed as the discussion develops.

This ease of access means that staff previously unlikely to get involved with research are more liable to engage with the survey and act on any learnings from it.

Recruitment of geographically dispersed respondents - bulletin boards are a great way to bring together people who would otherwise be located too far apart or be too low in number to successfully bring together for a focus group.

Involving time poor respondents - respondents who would otherwise be too busy to attend a focus group are more likely to take part in a bulletin board where they can participate from any location at times that are convenient for them. This makes bulletin boards particularly suitable for certain b2b audiences.

Greater depth of answers - the extended length of time respondents have to think about a topic can lead to more considered and developed responses with bulletin boards typically resulting in information equivalent to that from up to 4 focus groups.

The ability to introduce tasks into the research - as discussions take place over a few days respondents can be asked to carry out tasks relevant to the research as the discussion develops. For example, respondents could be asked to visit a website and then asked for their opinions on that site or they could be asked to keep diaries during the research as an aid to exploring their behaviour and motivations. Products can also be sent to them during research and their reactions sought as they use them.

An ideal environment for sensitive questions - the anonymity of the bulletin board environment can encourage respondents to be more open and honest than they might be face-to-face. The fact that respondents are likely to be taking part in an environment comfortable for them, i.e. at home or at work, can also help.

Bulletin boards are not a direct replacement for traditional focus groups; rather they offer an alternative that can provide a highly effective research solution in certain circumstances. Like any methodology they have potential shortcomings which can make them an inappropriate choice. Possible drawbacks are summarised below:

Confidentiality - clients may not be comfortable presenting particularly sensitive commercial information within a bulletin board environment. Although respondents can be made to sign confidentiality agreements it is difficult to stop determined respondents telling others about the discussions or even taking screenshots of any prompt material used.

Lack of spontaneity - although we have highlighted that the considered responses typically given via a bulletin board can be advantageous it is also true that spontaneity and impulsiveness are limited which may be a weakness for certain types of research.

Not suitable for low involvement categories - bulletin boards are not ideal for subjects which are of little interest to respondents. Respondents will be less likely to login regularly or at all and it will be more difficult to generate interaction between respondents.

Challenges for moderation - the dynamics of the bulletin board provide different challenges to the moderator than would be the case for a face-to-face group. It can be difficult to interpret some types of post as there are no vocal indications as to the tone in which a comment is made. Also, there are no body language clues i.e. folded arms, forward leaning attentive signs, as to how respondents are reacting to certain material.

Potentially time consuming - the length of time needed for the discussion and for analysis of the large amount of content generated can be greater than for a small scale qualitative project.