virtual working approaches
Virtual working approaches – OKO works virtually right across the UK in order to be able to provide charities with more diverse research samples, access to hard-to-research audiences, better quality research and fantastic value for money.
how we work
OKO has long experience of virtual working approaches, having completed many projects for international clients using video interviewing, focus groups, workshops and presentations. As the pandemic hit in 2020, we were quick to adopt this approach across all of our work, and have made the decision to continue with this method permanently, as we have seen the following benefits for our clients:
- Overall an ability for us to reduce costs in delivering high quality research for not-for-profit clients.
- Greater transparency for clients in what they’re paying for, with no ‘hidden’ costs for time and direct costs of travel and accommodation.
- Improved value for money in that budgets are focused solely on high quality research design, interviewing and analysis.
- Qualitative research via video delivers exactly the same levels of quality as face-to-face methods at a lower cost.
- Our samples have been more diverse since using virtual approaches as we no longer need to restrict recruitment to major centres typically used in face-to-face research.
- It has been easier to recruit hard-to-reach audiences who may traditionally have been less likely to engage e.g. marginalised people and minorities.
- Zoom – our main video interaction research tool – has become native to many people during and since COVID, and feels natural to participants, but also use phone research for those who feel more comfortable participating in this way.
- Improved recruitment through our ability to provide greater flexibility for people to participate at times that suit them.
- Video approaches enable a higher degree of intimacy, trust and honesty in depth interviewing compared to face-to-face.
- More accessible qualitative research through our ability to share video easily, invite clients to view and participate.
- Interactive/ creative online tools (e.g. MIRO) being really effective for workshops and sharing dynamic analysis with clients.
- Virtual presentations giving us the ability to reach wider audiences internally than traditional face-to-face feedback sessions.