Abstract:

Qualitative online methods are metaphorically in their teens. There is potential and experimenting mixed with shortcomings and confusion. to leverage its potential, online research sometimes needs a wise adult, i.e. offline methods. With reference to three case studies, the potential shortcomings of online research will be identified with a demonstration of ways circumvent these shortcomings by combining online with offline methods. the shortcomings and example case studies are: 1) Hard to funnel the mass of data in a tangible way. Case: study for Danone Fruchtzwerge; 2) lack of depth in results. Case: institute study on the world of kids; and 3) lack of speed. Case: study with MRC for SCa tempo. In conclusion, online research is a promising teen who may be the master one day... till then online-offline-combinations will help us to excel.