How to write a high-impact discussion guide for online qualitative communities

When designing qualitative online research, the creation of a well-structured discussion guide is crucial to ensure participant engagement and gather relevant research insights. But a discussion guide is not just a sequence of questions: it needs to be clear, streamlined and adapted to the timing, target audience and interaction patterns of online platforms.

In this article we explore the fundamentals of writing an effective discussion guide, incorporating some useful practices from our direct experience as researchers.

Clarity of objectives

The guide is based on the objectives of the research: what do you want to discover? A concept to test, a purchasing behaviour to investigate or a product to improve? Each question should reflect these objectives and guide the participant along a logical and focused path.

Our suggestion is to introduce the discussion guide with a concise and engaging explanation of the research objectives so that participants will feel much more engaged in making their contribution.

Clearly define the rules with concise and precise guidelines

At the beginning of the discussion, set out the ‘rules of participation’ simply and clearly so that participants will always know what to expect:

• Explain the required response time and how to use the platform tools
• Avoid long or confusing texts. Participants must understand the rules at first glance

Simplicity and synthesis

Clear communication is essential. Online, participants tend to read only what seems essential and ignore text that is too long or complex:

• avoid long or complex questions: simple and direct language is more effective. Also, a question should contain only one request. If necessary, split it into two or more questions for clarity (in Sicché you can use sub-questions if the points are on the same topic 😉).
  • Example: Instead of asking ‘What do you think of the product, how would you use it and what would you change?’, create three separate questions or sub-questions.
• use examples: helps participants understand the context.
  • Example: 'Can you describe a time when you found a product particularly useful? For example, think about [specific situation]'
• Use answer suggestions: a short hint visible in the answer box can help participants focus on the key aspect of the question
  • Example: 'Can you briefly describe a time when you used this product?

Organising the discussion guide into moments and blocks

Dividing questions into thematic blocks is essential to maintain a logical flow and not overwhelm participants.

• Daily question blocks: schedule one or two times a day to post new questions, e.g. in the morning and after lunch
• Maximum 10-15 questions per block: too many questions risk demotivating participants
• Alternate question formats: Alternating open-ended questions with quicker, more interactive activities (such as picture association or sentence completion) helps to keep attention high
• Organise the questions in a 'funnel' format: start with general questions, then move on to more in-depth and detailed questions, ending with questions that summarise the main points and ask for a final evaluation.

Encourage to participate and get involved

Unlike face-to-face research, qualitative communities offer extended timeframes and asynchronous interaction. This means that participants can take more time to respond, but it is important to keep their engagement high. It is therefore important to strike a balance between the engagement required and activities that do not bore and keep engagement high.

• Keep the rhythm varied and the course interesting: monotony is the enemy of participation and the value of quality online platforms is also that they allow you to go beyond simple text and stimulate participants by alternating classic questions with more dynamic exercises:

• associative tests: ask participants to complete a sentence or associate an image with an emotion or experience
• Creative exercises: ask participants to tell a story or imagine future scenarios
• Video, photo or voice responses: Upload a photo that represents how you feel when using [product].
• Votes or rankings: 'Rate the following aspects of [product/service] from 1 to 5.

…but use these tools with care and moderation so as not to overburden participants and respect their time: these types of activities are important to break the rhythm and make the discussion dynamic, but must be introduced carefully: these tasks can slow down participation or inhibit the more timid.

Finally, an online environment can be more impersonal than a traditional focus group. To overcome this challenge, use a friendly tone: keep the conversation informal, almost like a chat.

Conclusion: elevate your discussion guide into a captivating xxperience

Writing the ideal discussion guide for online qualitative research is not just about organising questions, it is about creating an experience that encourages participation, reflection and creativity. A well-designed guide takes into account the time and commitment of participants, alternates formats to keep interest high, and takes full advantage of the possibilities offered by the digital environment.

With Sicché, you can design guides that combine asynchronous flexibility and innovative tools to make each guide a stimulating and productive learning experience. Experiment: every guide can be an opportunity for innovation!