What types of questions to use? Looking for the perfect approach…

We live in an increasingly digital world. Qualitative online research requires a paradigm shift.

It is not simply a matter of adapting traditional methods such as focus groups or individual interviews to digital platforms. We need to completely rethink the way we approach communication, interaction and data collection.
This change is not just a technical issue, but an opportunity to maximise the potential of new digital tools and media. Let us look together at the main reasons why moving online requires a special approach and how to maximise the results:

1. New rules of communication: online communication takes place on devices and platforms that require specific, flexible languages, often characterised by

• Brevity: participants expect concise and clear content
• Extreme clarity: ambiguous questions risk confusing or alienating respondents
• Adaptability to the medium: each platform has its own standards that influence the tone and register of the communication.

2. New ways of engagement: online searches lack eye contact and non-verbal language, which plays a crucial role in presence. To overcome this barrier, it is necessary:

• Use tools such as gamification to make the experience engaging.
• Alternate question formats, rhythms and registers to keep attention high.
• Create an environment that stimulates active participation, fostering a sense of belonging.

3) Asynchronous time dilation: Online research often takes place in asynchronous mode, as communities or digital diaries. This requires:

• A design approach that considers the path as a structured journey
• The use of playful metaphors, such as the 'goose game', to guide participants
• The adoption of new logics that turn constraints into opportunities to gain richer insights

Our philosophy: more than a platform, a strategic partner

Sicché is therefore a strategic partner for researchers and institutes, helping them to develop methodologies adapted to the specificities of the online environment. This is why, during the briefing phase, we provide our clients with an operational document to guide them in the creation of effective and engaging discussion tracks.

For example, the choice of question type is crucial to the success of a research project. Each type allows you to explore different aspects of participants' thinking and behaviour. Here is an overview of the main question types available on our platform:

Qualitative questions

1. Open answers: ideal for collecting detailed opinions, they represent the core of qualitative research (80-90% of cases)
2. Complete the sentence: stimulate creativity by asking participants to add personal words or adjectives
3. Voice message answers: they add a human and intonational dimension to the feedback
4. Video answers: allow participants to observe facial expressions and emotional tones
5. Image answers: engage respondents visually and creatively

Quantitative questions

1. Single or multiple choice: suitable for quickly categorising opinions and preferences.
2. Rating scale (Likert-type): measure the intensity of opinions on a specific topic.
3. Semantic differential: explore the perception of concepts or brands through pairs of opposites.
4. Sorting exercise: useful for identifying associations between concepts.
5. Ranking: enables sorting of preferences and priorities.

Qual-quantitative questions

1. Pins or emoticons on images/videos: allow immediate visual feedback on specific elements such as images, videos, commercials, web/TV formats
2. Image associations: projective tests (sea, emoticons, famous people, animals, abstract concepts and more) that explore emotions and feelings in an indirect way

There are a number of rules which must be in place…

The different types of questions must be designed with a precise objective in mind and in relation to certain rules, i.e. thinking about what we want to achieve, how we want to collect the information we will then obtain (e.g. do we need a graph? Which one?), but also how much/if we are "stressing" our interviewees…

Based on our experience, we recommend alternating open questions and communication (the 'classic' ones) with other types of questions, in an ideal ratio such as 70/80% vs. 20/30%. Of course, this depends on the different objectives, the different types of research, etc.

If you would like to have a closer look at the different types of questions, you will find more dedicated articles here on the blog, as well as some practical and personal advice on the ideal rules for formulating the discussion track.

In conclusion, online qualitative research is an area rich in opportunity, but it requires specific skills and a creative approach. With the right tools and strategies, we can gain deeper and richer insights and turn online limitations into strengths. Sicché is here to accompany you on this journey, not just as a technology provider, but as a partner who understands your challenges and works with you to overcome them.

We look forward to discussing these issues with you and offering our advice, next time you hire us!