BLOGGING AS RESEARCH METHOD

Blogging is becoming an increasingly popular qualitative research technique - and one that we’ve had plenty of experience, running blogging projects for a variety of clients - so we thought we’d put together a few tips for best practice. To blog or not to blog? Over to research account manager Sarah Brierley for some thoughts and ideas.

Step 1. Consider your objectives

Like any research methodology, blogging doesn’t suit all research objectives, so first think about what you want to achieve. Blogs can be individual, diary-style ruminations on chosen topics/questions OR discussion forums, where a group of individuals responds to topics posted by the researcher and to posts from other respondents.

When does blogging work best?

• Product/service testing – obtaining feedback before, during and after
• Insight into attitudes – the remote nature of blogs encourages honesty and openness, giving respondents permission to write things they might not say
• Insight into lifestyle or mood – feedback can be given at different times of day in ‘real-time’ – as and when things/moods are being experienced

When is blogging less appropriate? Meeting some objectives is simply better handled face-to-face, for example:

• Deeply personal or sensitive topics where it is crucial to pick up on participants' body language
• When a greater degree of explanation is required
• When a lot of stimulus needs to be tested

Step 2. Consider your audience

Who are they? While it’s true that people of all descriptions are becoming digitally savvy, blogging’s not for everyone. It’s generally best to avoid for people who:

• Lack confidence/experience with using the internet, e.g. the elderly
• Do not have regular internet access
• Are extremely time-poor

Where are they?

If your target audience is widely scattered, blogging is a cost-effective way of reaching a good geographic spread.

Step 3. Consider your deadline

If your project requires very fast turnaround, blogging is probably not the answer. It requires participant input over a series of days at least (if not, weeks or months). Managing blogs and properly analysing their rich data takes time too.

TOP TIPS FOR BLOG-BASED RESEARCH

• Brief respondents really carefully, so they know exactly what’s required of them
• Provide a starter pack with clear, straightforward instructions on how to use the blog
• Maintain a dialogue with the participants – to ensure their continued contribution and deal with any issues that arise
• Encourage participants to add some colour to their blog by uploading images, videos, links etc
• Give key stakeholders reader permission
• Don't overload respondents with questions/tasks