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MEG (moderated E-mail group) Definition

A facilitator E-mails questions (which can be open or closed) to respondents who subsequently E-mail their responses back on an individual basis within a pre-defined time-frame. This process is repeated a number of times, with the interaction between facilitator and respondent proceeding in a similar manner to a one-on-one interviews. Respondents do not know who else is participating in the group, as others are copied blindly on E-mails sent by the facilitator.

A moderated e-mail group (MEG) is a qualitative research method where a moderator facilitates group discussions via e-mail. Participants respond to questions and engage in dialogue over a set period, allowing researchers to gather insights from a specific audience in a controlled, asynchronous format.

Who relies on moderated e-mail groups in market research?            

MEG is commonly used by market researchers, qualitative research teams and companies aiming to understand consumer perspectives in depth. It’s valuable for brands seeking detailed feedback from niche or geographically dispersed groups without the need for real-time interactions.

What are key aspects of moderated e-mail groups?

Key aspects of MEG include:

• Asynchronous interaction: Participants can respond at their convenience.
• Moderation: A facilitator guides the conversation, ensuring focused discussion.
• Participant anonymity: Allows participants to share candid opinions.
• Flexibility: Suits both short-term and extended studies.
• Documentation: Automatically creates a record of responses for easy analysis.

Why is MEG important in market research?  

MEG is important because it provides a flexible and cost-effective way to engage participants over time without requiring real-time participation. It’s especially useful for reaching busy respondents or those in different time zones, promoting honest feedback and a comfortable environment for participants to express themselves.

How do market researchers use moderated e-mail groups?              

Market researchers use MEG to conduct in-depth qualitative research, gather nuanced insights and explore consumer opinions. By managing discussions via e-mail, they can analyze responses over time, follow up on key points and build a comprehensive understanding of participant views and experiences.