Which Online Qual Research Method Has the Lowest CPI?

Calculating cost-per-interview (CPI) of different qualitative research methods can be an eye-opening exercise. Excluding recruiting and incentives, which vary, we can estimate typical costs of different methods.

CPI estimates below assume:

  • 4 focus groups
  • focus facility & support
  • project management
  • moderator fees (guide design, interviews, & analysis)

In-Person Groups – Face to Face in Real Time

6-8 Participants for 2 hours

Average CPI $650

Multi-Media Bulletin Board Over Time

15-20 Participants for 3-5 days

Average CPI $353

Text Chat in Real Time

15-20 Participants for up to 2 hours

Average CPI $191

Webcam (Video Chat) in Real Time

3-5 Participants for up to 2 hours

Average CPI $988

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