Editor’s note: Jason Horine is vice president, online qualitative services at marketing research firm Schlesinger Associates, Iselin, N.J.

Real-time online qualitative methodologies don’t have much mystery to them and for the most part were designed to replicate traditional in-person qualitative research. Apart from quick-turn projects or new research methodologies requiring quant-level sample sizes, recruiting for online qual interviews or groups isn’t much different than recruiting for research taking place at a facility.

It’s the asynchronous methodologies that allow for the most creativity in recruiting approach, which can also introduce the most risk if not handled properly. With such a variety of technologies, methodologies and platforms, ensuring the proper recruitment approach is essential.

The following are seven key elements to consider for your next asynchronous online qualitative study.

1. Know where your respondents are coming from.

An online panel source may be the most inexpensive option but if you’re conducting qualitative research, it is highly recommended to use qualitative panel respondents. Pricing from most qualitative panels has become much more competitive for asynchronous online qual and with much less risk to quality.

2. Understand the recruitment approach.

Most online qualitative projects combine a Web recruit with telephone confirmations and validations. Traditional phone-only recruitment fails to consider the online space where respondents are participating, while a Web-only recruitment approach can’t always capture what humans can. Additionally, if your project requires video collection, always use a recruiter who can screen with video validation.

3. Screen for technology and tasks.

Different methodologies require different technological savviness and comfort levels from respondents. A good screener will always include a battery of que...