a new research methodology

Online qual is a genuinely new approach to qualitative research, ideally suited to a modern world comfortable with and adept at expressing its personality, emotion and ideas in cyberspace, with little or non-verbal communication.
 
Although nqual still uses the same “focus group” terminology, our research environment, tools, and modes of interaction with participants are so different from offline qual that direct comparisons are not easy.

We believe it more useful and productive to treat online qual as a new and independent methodology, with its own unique qualities, constraints and best applications, to be used alone or as a fresh perspective to complement offline qual projects.