New options are constantly emerging in the digital communications world for integrating qualitative and quantitative survey methods. The qual+quant screensharing interview is an innovative interview method developed by concept m which combines the advantages of the CATI interview, the online questionnaire and the abbreviated in-depth interview via screen sharing, and offsets the downside of the procedure through the integrative approach.
The semistructured online screensharing interview is carried out by moderators trained in qualitative research. They present the online questionnaire to the subject in a screensharing session. In contrast to online surveys which are filled out directly by the unsupported subject, subjects here – particularly with longer interviews – are significantly more motivated overall, partly because the moderator leads them through the questions. As they are able to ask questions themselves, the validity of the answers is higher. Support for the interview by presenting the questionnaire and possible answers onscreen also prevents the exhaustion which develops in pure telephone interviews.
The greatest extra value of the qual+quant screensharing interview is that qualitative in-depth segments are planned in the process from the start. The moderator leaves the standardised questionnaire at specific predetermined points, and asks individually coordinated in-depth questions. This gets to the bottom of the precise context and reasons for the answers.
The quantitative and qualitative findings can be directly put in context in the analysis of the interviews. For operational questions where a two-stage approach with qualitative and subsequent quantitative research based on the earlier results would be too much, the qual+quant approach with screensharing interviews which is integrated from the start offers a significant increase in efficiency.