Dive deeper into your SSRS Opinion Panel Omnibus results with qualitative analysis.
The SSRS Opinion Panel Qualibus is a cost-efficient way to add virtual in-depth interviews (IDIs) or focus groups to the quantitative data you get from Omnibus.
Supplementing your Omnibus data with the Qualibus is a great way to:
- Gather a deeper understanding of how survey respondents came to hold their beliefs
- Explore puzzling or unexpected survey findings
- Capture voices of those who may not have been fully represented in the survey
- Generate stories and quotes to support your findings
- Create additional content to post on social media, blogs, websites
How does it work?
SSRS handles all the recruitment, scheduling, interviewing and moderating through SSRS Virtual Insights, our a full-service solution for conducting virtual qualitative research.
In-depth Interviews: We follow up with individual SSRS Opinion Panel Omnibus respondents to explore their responses in 30-minute Zoom sessions. These interviews are conducted shortly after the Omnibus field period ends.
Focus Groups: We host a Zoom-based focus group concurrently during the Omnibus field period. The focus group is up to 90 minutes long and can be shared by multiple clients. Clients can purchase 30-minute segments of the discussion guide to gather stories, voices, and quotes to complement their survey questions.
Who participates?
All qualitative participants are recruited from the SSRS Opinion Panel. That allows us to efficiently target and recruit high-quality participants.
In-depth Interviews: We recruit from the pool of panelists who completed your Omnibus survey. We can target participants based on their panel profile data or based on specific responses they gave during the Omnibus.
Focus Groups: We recruit from a pool of panelists who were not invited to your Omnibus survey, so you can get their insights without any pre-context of the quantitative survey. We make sure to include a balanced variety of panelists by targeting profile data like gender, race, education, and political party.
What deliverables are included?
- Transcripts
- Video recordings
- Summary of findings
How much does it cost?
In-depth Interviews: The more IDIs you purchase the more economical they get (5 IDI minimum):
- $1,800 per IDI 1 through 9
- $1,600 per IDI 10 through 14
- $1,400 per IDI 15 and beyond
Focus Groups: Each focus group has three 30-minute segments clients can reserve:
- $5,000 for 30 minutes
- $9,000 for 60 minutes
- $13,000 for the full 90-minute session
The Bottom Line
- The SSRS Opinion Panel Qualibus, as a qualitative companion to the SSRS Opinion Panel Omnibus, helps to tell the stories behind the numbers in the Omnibus.
- It’s a great way to generate quotes, narratives, and contextual understanding to illuminate the Omnibus findings.
- With the two options of focus groups and in-depth interviews, it provides flexible opportunities to either get a general read on your Omnibus topics, or to follow-up with specific Omnibus respondents to better understand individual responses.
Ask Yourself…
- Do you want to squeeze more juice out of your survey findings to be able to tell the bigger story behind the statistics?
- Are you wondering what respondents were thinking when they answered your Omnibus questions?
- Do you have any lingering questions after reviewing your Omnibus results that you wish you could ask the respondents?
- Would it be helpful when publishing or disseminating your Omni results to be able to include direct quotes about how people feel about the topic?
