This guide aims to enhance unmoderated qualitative research by collecting rich, contextual data, reducing participant confusion, ensuring high-quality video for later analysis, and aligning with the methods of gathering qualitative insights.

Unmoderated activities include conducting qualitative interviews recorded in a single continuous video. To avoid silence gaps in your recordings, keep participants engaged and talking throughout the session.

TIP: If you don't need to observe online activities or stimuli, ask participants to READ EACH QUESTION OUT LOUD so you know which question they are responding to when reviewing the video. Responses by question are accessible in the “Responses” tab; however, transcripts and clips can only be made in the “Recordings” tab.

Design your activity

Design your activity guide with your analysis in mind. Ask yourself: "What will this question look like when I'm reviewing the footage or data later?"

Ensure that every prompt yields analyzable, context-rich responses that align with your learning objectives.
Refrain from requesting participants to provide written answers unless it's crucial for your research method. Oral responses are generally more reflective and in-depth, capturing emotions and the reasoning behind their thoughts. These aspects provide richer qualitative insights for your analysis.
Whenever possible, opt for closed-ended questions to identify quantifiable information in the Responses section. Additionally, for each task or question, include a follow-up probe to explore the 'why.' For instance, you might ask, 'Could you explain your reasoning or elaborate on why you gave that rating?'

When analyzing results, the underlying reasons behind the findings will also be available in the Responses tab, making it easier to search for and quickly identify common themes.

Set Participants Up for Success

Use a warm, straightforward introduction to...

Welcome participants and explain what to expect.
Set tone and expectations for response quality.
Address video recording logistics.
Example Script: "Thanks for participating in our activity today! Once you press start, your session will be video recorded. Please ensure your face is visible throughout the activity. If prompted, you may be asked to switch to your back camera so we can see what you see—just follow the instructions as they appear."
(Mobile) Ask participants to hold their phones in landscape mode for optimal video framing and quality.
Encourage thoughtful, detailed answers. Let them know that short responses won't help us understand their whole story. "Thanks in advance for providing detailed responses."
Ask participants to turn off all background noise (such as a radio or TV) if they are NOT doing an in-context activity, such as shopping in a store.

Structure Your Prompts for Engagement

Begin with a warm-up question to help participants feel more comfortable and personalize the interaction. This builds comfort and encourages openness.

Use simple, direct language. Avoid jargon or assumptions.
Split complex questions into smaller ones to avoid missed insights. Participants tend to focus only on one aspect of the question.
Use closed-ended prompts (e.g., Yes/No, rating scales) where relevant to complement qualitative insights.
After each closed-ended item, prompt for a verbal explanation, such as, "Please explain why you selected that option." This links the what and the why in a way that's searchable and meaningful.

Use breaker statements midway to motivate and reduce fatigue in longer activities. "Thanks for your thoughtful feedback so far—only two questions to go!"

Instructional Clarity

Don't assume participants know what to do. Spell out every step, especially in mobile, in-context, or multitasking scenarios.

Example (for in-store activities):
Don't say: "Start at the chip aisle."
Do say: "When you reach the chip aisle at [store], please begin the activity. The first question should be: 'Are you at the chip aisle?' If not, pause and resume once you're there."
Consider video or audio instructions as optional support for those who prefer listening.

Web and App Usability Tasks

Be explicit in what users should do on digital platforms.

Example Instruction:
"During this activity, please visit [secure link] and explore the site. As you navigate, speak aloud your thoughts—what you're doing, what you notice, like, dislike, or find confusing."

In-Home Usage Tests (IHUTs)

If sending a product:

Label clearly: "Do not open until instructed during the activity." If the client is shipping, be sure to include detailed instructions in the packaging.
Include setup instructions outside the package if needed.
In the activity guide, provide step-by-step instructions for unboxing, using, and filming.
Prompts about first impressions, packaging, labels, and usability.

Closing the Activity

End with a human touch. Thank participants and allow for open reflection.

Example Closing Statement:
"We appreciate your time and feedback. Is there anything else you'd like to share that we didn't ask about today?"