Asynchronous online discussion forums

This paper shares the results of some experimental qualitative work conducted by NFO Europe Interactive for both Unilever and London Underground (LU).

Asynchronous Online Discussion Forums

A reincarnation of online qualitative

Janet BalabanovicNFO Europe InteractiveMartin OxleyNFO Europe Interactive andDr. Nieke GerritsenUnilever Research and Development

Introduction

For these studies (conducted by NFO Europe Interactive for both Unilever and London Underground (LU) )we utilised asynchronous online discussion forums (AODFs) the latest reincarnation of online qualitative, synchronous online focus groups and conventional focus groups. As its name suggests, an AODF is a research forum where participants engage in a discussion at their convenience over an extended period of time. In this respect the AODF is fundamentally different from its...

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