Anthropologists in Practice: An Interview with Susanne Salehi, Healthcare Data Analyst

Anthropologists in Practice is an ongoing series of interviews featuring anthropologists (and professionals with anthropology training) and their varied work experiences. The goal of the series is to provide a source of information and inspiration to other practitioners and (potential) students of anthropology, and to illustrate the wide variety of jobs, skills and competencies held by anthropologists for employers and anyone else who is curious about what anthropologists actually do. While the interviews all follow a similar framework, each one is unique in its reflections on anthropology training and education, workplace applications, and advice for current and future practitioners. This week's Anthropologist in Practice is Susanne Salehi, a data analyst working at a small healthcare company in the South.

Tell me a little bit about the organization you work for. How did you end up working there? 
 
I work for a very small healthcare company in the South. The company is a subsidiary of a larger insurance company. We work with high-risk pregnant women in order to help delay their pregnancies, and operate through telephonic education and face-to-face outreach visits.
 
The president of the company has worked with students from my graduate program before, so when one of his employees moved out of state, he sent an e-mail to the chair of the anthropology department, requesting recommendations for the position. She forwarded the e-mail to some candidates she thought were appropriate, and I happened to be one of them. When people tell you “connections are everything,” it's true. It took me awhile to realize that making a good impression on everyone you meet is critical, because you don’t know when they might have a job opportunity you’d be interested in.

What is your specific role at this organization? Describe your typical workday or some common tasks you perform.
 
The job title I have is long-winded and doesn’t say much about what I actually do. Essentially, I’m a data analyst/administrative catch-all. I work on a variety of projects, some lasting months and some just for the week. I do statistics for the company for internal performance metrics, using both SPSS and Microsoft Excel. I also do literature reviews and administrative tasks like writing up workflow policies or data entry. Last but not least, I create PowerPoint presentations and am occasionally called upon to train other employees on new software.

Tell me about your anthropology background. What were some of your favorite research projects, subjects, courses, experiences as an anthropology student? Do you have a favorite anthropologist? What are you most passionate about when it comes to anthropology? 

My Master’s is in medical anthropology, and I also have a Bachelor’s in anthropology. Both degrees are from the University of Memphis. As a student, I really enjoyed the unique perspective anthropology gave me, as well as the more practitioner-focused classes I took, like Data Analysis or Research Methods. I still maintain my love for medical anthropology, specifically for issues surrounding reproductive rights. I don’t have a favorite anthropologist, but I’m endlessly fascinated by linguistic anthropology and the way language reveals cultural attitudes.

How have you been able to use your anthropology training in your current job? What specific training, skills, experiences and competencies have been most useful to you?

My training in data analysis has been the most useful, as I use SPSS frequently. The writing-heavy focus in my grad program was helpful, too. My ability to take copious amounts of notes for hours on end has been valuable. I’ve had to do transcribing also, so all of my experience with focus groups and interviews has come in handy.

How have you navigated your workplace as an anthropologist? I.e., What has been the reception of your coworkers/managers/clients to your anthropologist identity? Do you define yourself as an anthropologist or use another title? Have you taught others about what anthropology can do at your organization? If so, what has this process been like?

I guess my biggest complaint about my job is that I do not feel that I am making a difference. My anthropology training is either ignored or misconstrued. No one here understands what anthropology is, and when I try to explain they aren’t really interested. My boss just wants someone to “do SPSS.” While he seeks out medical anthropologists to work for him, he doesn’t seem to care to know what anthropology entails. He prefers to maintain his belief that the sum of the discipline is that anthropologists “do studies.” I have not had the chance to work directly with our high-risk patients, design interventions, or assess our programs, all things I have been trained to do. 

While at work, I am referred to as “the anthropologist,” though no one really gets what it means. I often have to follow that up with “data analyst,” since that is the essential function of my job. In my personal life I think of myself as an anthropologist, maintaining the core disciplinary and ethical beliefs.

What advice would you have for current anthropology students when marketing their skills to prospective employers? Is there something you wish you had done as a student to prepare yourself for the workplace?

My advice is to emphasize the skills you have, rather than your title as an anthropologist. Unfortunately, anthropology is still widely misunderstood. Definitely take the time to educate people, but begin by talking about what you can do. 

As a student, I definitely should have been more active and sought out more opportunities to engage with organizations and community members. I had a graduate assistantship, practicum experience, and a four-month stint as a research assistant on a small grant, but I don’t think it was nearly enough. I also wish I had finished my nonprofit certificate program, as it would have really helped. Any software you can learn – do it. GIS, SPSS, Photoshop, anything to set you apart from the probable hundreds of other applicants for your dream job. Travel might help too – whatever looks neat and interesting on a resume. 

To summarize: I wish I had focused on resume development and building connections more, and also been more actively aware of the “real world” and the fact that I would have to convert all of my experiences into words on one piece of paper that an HR manager will glance at for 10 seconds.

Is there anything else you would like to share?

For everyone out there that’s desperately unhappy with their job, take heart. I am very unhappy here, but I’ve recently had several interviews with organizations that seem much more anthropologically-inclined. There are other options – anthropology jobs do exist outside of academia. I think that for me, this was the hardest thing to accept. For a long time I struggled, because I didn’t know if I could find a job I could love that would fit my skill set and training.

Anthropologists in Practice: An Interview with Freelance Architect Allison Hennie

As part of a new series at Anthropologizing, I'll be posting some interviews with practicing anthropologists about their professions, backgrounds, and how they've been able to apply their anthropology training in the workplace. This week's Anthropologist in Practice is Freelance Architect Allison Hennie of Memphis, TN.

Tell me a little bit about your job. What sort of role do you play in your work, and what is a typical workday like?

I am self-employed and do freelance work for several clients, including a museum exhibit design firm and a community development corporation. Typically, I also have an independent project in the works. I’m also a full-time student again with a graduate assistantship at the C.H. Nash Museum at Chucalissa. 

The search continues to find a title that describes what I do these days. Depending on the situation, my default answer is "licensed architect". This response usually results in someone demanding free design advice to remodel a room in their house. On other occasions, I’ll expand my answer and mention my graduate studies in anthropology. Sometimes I'm asked by others how I can meld the two fields of architecture and anthropology. Right now I’m exploring the interface of these two fields through museum studies.

My work involves a little bit of everything, but lately I turn other people’s ideas into tangible products. These products have taken on the form of architectural drawings for exhibits and museum spaces, budgets, grant applications, project proposals, graphic layouts, and formatting the qualitative analysis of research.
 
Tell me about your anthropology background. What were some of your favorite research projects, subjects, courses, or experiences as an anthropology student? Do you have a favorite anthropologist (past or present)? What are you most passionate about when it comes to anthropology?

I have an M.A. in Urban Anthropology from the University of Memphis, a B.Arch (Bachelor of Architecture) from Carnegie Mellon, and am currently enrolled in the Museum Studies Certificate Program at the University of Memphis. My interests lay in the interface between anthropology and architecture, as in defining, interpreting and experiencing places.

One insightful moment that sticks in my head from my anthropology training is a discussion I had with a professor about kitchens. She was trying to get me to think more as an anthropologist and less as an architect. Our conversation started with my description of the imaginary lines between the sink, cook top and refrigerator, also known as the "kitchen work triangle", and ended with my professor talking about the changing role of women in a domestic kitchen. It was a moment where the dots started connecting.

I don’t have a favorite anthropologist, but a few authors I recently read or reread include Fredrik Barth, Ulf Hannerz, J.B. Jackson, Anne Spirn, and Yi-Fu Tuan.
 
How have you been able to use your anthropology training in your current job? What specific training, skills, and competencies have been most useful to you?

The more interesting work-related experiences tend to be about educating others about either anthropology or architecture. One skill from my anthropological training that I find marketable and continually try to refine is writing and editing. It’s important to communicate with a clear, open, and engaging style.
 
How have you navigated your workplace as an anthropologist? Do you define yourself as an anthropologist or use another title?

I do not use an in-your-face approach when bridging anthropology and architecture. Most of the time I talk around anthropology and don’t refer to myself as an anthropologist.
 
What advice would you have for current anthropology students when marketing their skills to prospective employers? Is there something you wish you had done as a student to prepare yourself for the workplace?

To market the core skills of anthropology, it’s important to have another passion that compliments what anthropology does. This response is obviously influenced by the fact that I was practicing in the field of architecture before starting graduate studies in anthropology. 

For an example of one of Allison's recent projects, check out her post on Indoor and Outdoor Wayfinding at the C.H. Nash Museum at Chucalissa blog, in which she discusses the implications of using visual cues to enhance museum design and the visitor experience.

Anthropologists in Practice: An Interview with Harmony Farner, Staff Associate at Econometrica, Inc.

As part of a new series at Anthropologizing, I'll be posting some interviews with practicing anthropologists about their professions, backgrounds, and how they've been able to apply their anthropology training in the workplace. This week's Anthropologist in Practice is Harmony Farner, a Staff Associate at Econometrica, Inc., in Bethesda, Maryland.

Tell me a little bit about the company you work for. How did you end up working there? 

I currently work for Econometrica, Inc., located in Bethesda, MD (about 30 minutes north of Washington, DC). Econometrica, Inc. is a private research and management consulting firm committed to providing high-quality, cost-effective analyses, modeling, and economic evaluations for clients in the public and private sectors. The firm serves governmental and commercial clients with a broad range of requirements in the energy, health, homeland security, housing, and transportation markets.

I ended up working at Econometrica by networking. I met a woman at an event for an organization we both volunteer for (completely unrelated to anthropology) and we began talking. As it usually does, the topic of employment came up. At the time I wasn’t looking for work, as I was working as a research program coordinator for Johns Hopkins. But, I can never pass up the opportunity to give out my resume, so we exchanged contact information. Months later, she contacted me saying she had passed around my resume and that she and her colleagues were impressed by my skill set and experience. Since the grant I worked on at Johns Hopkins was wrapping up, I interviewed and got my first job in the private sector! 

What is your role/title/job description? Describe your typical workday or some common tasks you perform. 

My official title is “Staff Associate II” – vague, I know. In a nutshell, I provide research support for a number of HUD- and HHS-related Federal contracts. I am one of two anthropologists employed by Econometrica, Inc. We are known as the “go-to qualitative people”. I don’t have a typical workday, which is something I actually like - it keeps work fresh and interesting! 

Currently, I am working on the following project for the U.S. Department of Health and Human Services Centers for Medicare & Medicaid Services: Post-Reform Consumer Landscape Market Analytics and Implementation. For this project, I provide research support relating to the establishment of new competitive private health insurance markets, or “Exchanges”, which are being created under the Patient Protection and Affordable Care Act. I contribute to various modeling efforts examining the effects of the act on the demand, supply, access, and pricing of health insurance and health care nationally and in ten specific states. 

Tell me about your anthropology background. What were some of your favorite research projects, subjects, courses, experiences as an anthropology student? Do you have a favorite anthropologist (past or present)? What are you most passionate about when it comes to anthropology? 

I received a B.A. in anthropology from The University of Memphis in 2007, followed by a M.A. in anthropology with an emphasis in medical anthropology, from the same university in 2009. Looking back, I would have to say the most useful courses I took were Anthropological Research Methods and Biocultural Epidemiology. The research methods I learned are ones I use nearly every day in my job. And, Biocultural Epidemiology offered an introduction into the terminologies and methodologies used by those in the public health sector. In my personal experience, I’ve found that being able to speak the same language (although rudimentary) as those in the world of public health goes a long way in terms of networking and credibility.

As far as what I’m post passionate about when it comes to anthropology, I would have to say it’s bringing a different viewpoint to the table and getting people to question the way they look at or think about things. The thing that brings me the most joy as an anthropologist is having someone pause and say “Huh…I hadn’t thought about it that way”.

My favorite anthropologist is, hands down, Michael Agar. He has a new book that just came out entitled The Lively Science. 

How have you been able to use your anthropology training in your current job? What specific training, skills, experiences and competencies have been most useful to you?

In my current position, I perform a wide variety of tasks, some of which include qualitative data analysis, needs assessments (knowing how to talk with people, as opposed to at people, is imperative), and proposal writing. The skill that makes me the most marketable and valuable to my employer is the ability to write grants. Grant writing and proposal writing are, in many ways, similar; so, whether you choose to work in academia or in the private sector, this is a skill that is highly coveted. 

How have you navigated your workplace as an anthropologist? I.e., What has been the reception of your coworkers/managers/clients to your "anthropologist" identity? How do you define yourself? Have you taught others about what anthropology can do at your organization? If so, what has this process been like? 

I have always defined myself as a medical anthropologist. In my personal experience, I’ve found that 99% of people have little to no idea about what I do – and that air of mystery oftentimes commands some degree of respect. My more functional and less theatrical definition is usually something along the lines of “medical anthropologist working in public health” or “qualitative researcher”. And "no, I’m not like 'Bones'”.

Currently, I work with a lot of economists and legal types. To be quite honest, they don’t care about what I do and I don’t care about what they do. But, we respect one another’s work and areas of expertise, and realize that we’re all different little cogs working together to run one big machine.

What advice would you have for current anthropology students when marketing their skills to prospective employers? Is there something you wish you had done as a student to prepare yourself for the workplace?

My biggest piece of advice is when marketing your skills, do so in their language! For example, people outside of academia don’t know what a “research program coordinator” does, but they do know what a “research program manager” does. It’s one small word, but it makes a huge difference. Second, I highly recommend learning how to write grants, proposals, or both. No, it isn’t glamorous work, but it makes you much more marketable and may be the deciding factor in you getting the job over another candidate. 

My last piece of advice is one that I wish I had heeded in graduate school. Learn a statistics program – whether it is SPSS, STATA, or SAS, just learn one. There have been many occasions when I’ve felt hindered by my lack of know-how in the world of statistics. I realize the vast majority of anthropologists loathe math, but the reality of it is that in today’s world, such a skill is a necessity.

Anthropologists in Practice: An Interview with Stacey Burgin, Research Associate in the School of Social Work at UNC Chapel Hill

As part of a new series at Anthropologizing, I'll be posting some interviews in the upcoming weeks with practicing anthropologists about their jobs, backgrounds, and how they've been able to apply their anthropology training in the workplace. I'm starting off with a friend from grad school, Stacey Burgin, who is now a Research Associate in the School of Social Work at the University of North Carolina Chapel Hill.

Tell me a little bit about the organization, company or institution you work for. How did you end up working there? 

I work for the University of North Carolina in Chapel Hill, NC. Specifically, I work in the School of Social Work. I ended up here over a year ago somewhat randomly. I was basically applying to every job I thought was somewhat relevant to my skills in the NC Triangle area.

Talk about your role/title/job in more detail. Describe your typical workday or some common tasks you perform.

My job title is Research Associate.  I basically support a small feasibility study which is implementing an intervention in local mental health courts. My daily tasks include following up with study participants, entering data, organizing data, and enrolling people into the study. The position is part-time so I only work up to 20 hours a week, and I supplement my time with temporary positions.

Tell me about your anthropology background. What were some of your favorite research projects, subjects, courses, or experiences as an anthropology student? What are you most passionate about when it comes to anthropology?

I first got my bachelor's degree in anthropology at the University of South Carolina. That program gives students a broad perspective of the four-fields of anthropology, with a limited ability to specialize on a particular subject. I focused on cultural anthropology and tried to take as many relevant medical anthropology classes as I was able. My master's degree was in applied medical anthropology at the University of Memphis. 

My favorite research project was a joint project with an Master's of Public Health student. We were looking at the existing healthcare systems at the local prison and jail. This project allowed me to really look at the way some of the most vulnerable people in our society access healthcare. The thing about anthropology which drew me to the field and kept me engrossed in it was the perspective - looking at a system in a holistic way. I love trying to understand how different people look at the same phenomena in different ways, which can be especially important in healthcare. Moreover, generally in anthropology we try to record and measure phenomena and perspectives in a systematic way to ensure what we are reporting is accurate.

How have you been able to use your anthropology training in your current job? What specific training, skills, experiences and competencies have been most useful to you?

In my current position I use my anthropological skills particularly when I am collecting data. I often have to probe subjects to give clearer and more relevant answers to the questions I am asking. I also created a structured interview to follow-up with study staff as the qualitative portion of data collection. I also use skills I learned in graduate school to analyze descriptive statistics using SPSS.

How have you navigated your workplace as an anthropologist? How do you define yourself (i.e., as an anthropologist or with another title?) Have you taught others about anthropology's application to your organization? If so, what has this process been like?

The research team on this project is very small, so I haven't encountered too many barriers identifying as an anthropologist.  Generally when people look at me with a confused look on their faces when I say I studied anthropology, I explain that it is very similar to public health, but with more of a focus on the way culture interacts with healthcare and with a stronger emphasis on qualitative data.  Sometimes this still loses people, so I just shrug and say, "it's hard to explain."

What advice would you have for current anthropology students when marketing their skills to prospective employers? Is there something you wish you had done as a student to prepare yourself for the workplace?

I wish that I had started out looking at different ways anthropologists can fit into a variety of job positions, and understood what those positions look for when hiring. For example, I feel that many anthropologists could be excellent at working in human resources, particularly in multicultural organizations, but I do not know where to look for those types of positions.  Additionally, I do not know how to best market myself to that sort of position because I do not know the language or experience they generally look for when looking at applicants' resumes. I guess the best advice I can give to students is to know the field you're applying to and be very specific about past experiences - steer clear of assuming your potential employer understands what anthropology is.

Is there anything else you would like to share?

I regularly go through mini existential crises wondering if this is really what I am supposed to be doing and if this is the track I want to be on in my life (career-wise), and inevitably it keeps coming back to this: I love anthropology and I love trying to make it relevant to the job that I'm doing. My dream job is out there and I think my anthropology degree has prepared me better than almost anything else (although I might want to take a few business classes)!
 

Starting a job in Corporatelandia? Work it like the anthropologist you are

These days, lots of anthropologists (and recent anthropology grads) are finding work in the private sector, oftentimes as researchers, analysts, or strategists at big corporations. My first job out of grad school was at an insurance and financial services company where I worked as a consumer researcher, business consultant, and project manager.

Although I had held lots of "jobs" before this first professional gig, I had never before worked in a corporation or any place like it. Likewise, I never had the opportunity for a corporate internship, and had no knowledge of how a large business actually functioned. All I had were my preconceived notions about corporations based on hearsay, the media, film and television, and critical theory.

Making the transition from academia to the corporate world was challenging. Not only did I have to do my new job and get my work done, but I also had to adjust to this new, fast-paced, business-oriented environment, jumping head first into projects, meetings, and corporate culture all at once. From conference calls to expense reports, everything was a new experience for me as I learned about and navigated the processes, systems, tools, organizational principles, hierarchies, and power dynamics of my new workplace. It was not until after about six months that I felt adjusted to my role, but I continued to adapt and learn new things until my very last day on the job.

If you are in a similar situation, I suggest approaching it like an anthropologist might approach a new research site: with curiosity, purpose, open-mindedness, a balanced combination of observation and participation, a bit of reserve, and the practical application of anthropological training and knowledge. Although this list of 10 tips is geared toward those with anthropology backgrounds, it might also be useful to anyone that wants to employ an alternative perspective to understanding and navigating the social world of big business. It might even be applicable to other types of workplaces as well.

As always, if you have anything to add to the list, please feel free to leave a comment at the bottom.

1. Think of your new workplace as an exotic locale. Anthropologists are good at making sense of unfamiliar places by observing and understanding the behaviors, practices, languages, worldviews, values, beliefs and traditions (i.e., culture) of the people who inhabit them. As a newcomer, this is a great opportunity to use your participant observation, rapport-building, and analytical and communication skills as you attend meetings, work on teams, meet new people, and figure out how you fit in to the bigger picture. Use this firsthand knowledge based on what you see and what people tell you to come up with some theories of your workplace, and put them to practical use as an employee. Of course, don't just observe what's going, but participate in it!
   
   
2. Pick up on the local language. Language is an important component of culture, and it's crucial to understand and use appropriately if you want to be effective and be taken seriously. It probably won't be completely foreign, but there will be noticeable differences, and you'll likely see and hear things that make no sense to you at first. You'll learn specialized terms for particular jobs, roles, departments, units, business processes, tools, and all kinds of other stuff. Some examples from my last job include terms like "high-level", "topline findings", "learnings" (ick), "actionable", "relationship manager" and "OOO" (out-of-office). Adopt the terms that are useful for communication, but be warned that even the corniest buzzwords will be regularly used and abused. Acronyms fall under this category as well. These corporate vocabulary flashcards might come in handy. Just relax, you'll be speaking like a pro in no time (and laughing at yourself about it, too)!
   
   
3. Think holistically. A la Durkheim's theory of the organic solidarity society, organizations are like a big organism with interdependent parts working toward a common goal (at least that's the idea). You'll be working in a specific group or department that exists within a larger system (often hierarchical) with all kinds of workers, managers, leaders, teams, units, departments, etc. Each group is defined by its relationships with the others, and everything that happens will have some kind of impact on everything else.
   
   
4. Ask lots of questions. Use context clues to come up with thoughtful questions about what's going on. Don't be afraid to ask what might be a "dumb" question, because people know you're new. You'll have a lot to figure out about even the most mundane occurrences. 
   
   
5. Understand roles, identities and relationships. The corporate world is a social world. Everyone has ascribed and prescribed identities. People shape their roles and their roles shape them. They have agency, but they are also influenced by social structures and the expectations of peers. An internal org chart helps with explicit relationships (usually based on a hierarchical power structure), and you can make your own notations to it based on observations that describe the implicit, underlying social connections. These often coincide with the org chart, but not always. Each role or association implies a specific amount of clout. Over time, your observations will reveal who really holds the power to influence decisions, not just who reports to whom.  
   
   
6. Build relationships and alliances. Organizations are built by people, and people are very political creatures. Take your knowledge of who holds the power and get on their good side, but don't isolate the others. Establish rapport and gain trust, and use your connections to your advantage, just not maliciously. Take a neutral stance whenever possible, and avoid gossip and cliques. If you feel strongly about something and want people to know about it, do it in the most diplomatic way possible, and be aware of the risks involved. Try not to make enemies no matter how annoying someone is, because you might need something from that person or have to work with them on a project, or they might be next in line for a managerial position - sometimes you will be surprised.
   
   
7. Take field notes! It's one of the best tools in our toolkit for collecting data. And don't worry about what everyone else thinks - lots of people have caught onto the trend of carrying notebooks around in addition to laptops. Field notes can include contextual descriptions, maps, personal thoughts and reflections, you name it.
   
   
8. Be prepared to tell people who you are and what you do. Have a few different answers to the question "What is anthropology and what can it do for our organization?" depending on who you're talking to and how much time you have.
   
   
9. Be adaptable and flexible. Corporations are constantly in flux; sometimes the process of change is smooth, while other times it can be quite rocky due to poor planning. People change jobs, move up, move out, and get laid off. Consultants are hired. Job descriptions change without much notice. Entire departments get absorbed by others, and the transition can be messy. After all, the only thing that's certain is that things will change. This makes a great personal and professional mantra.
   
   
10. Make a decision about "going native" and stick with it. Do you want to become personally vested in the mission of the company, or simply get some work experience and move on in a couple years? Will you drink from the ever-flowing fountain of proverbial kool-aid or politely pass on it? How important are your personal values, and how do they mesh (or not) with your workplace? This decision may relate whether or not you want to stay with this company for the duration of your career (not a likely scenario these days) or get some good experience and eventually move on. Some companies, like the one I worked at, prefer their employees to acculturate themselves fully into the company culture, mission and philosophy, but this may not jive well with people who have especially independent personalities or personal philosophies. 

Update 4/17/13 7:08 pm: A while after posting this article, I recalled a post from August, 2011 that I did on this very same topic (right after I started the job I mention here). It's not as in depth or at all based on my experiences, but summarizes an article written by someone at Yahoo! Finance on how to play the role of anthropologist in a new job/when assessing organizational culture. 

First name: "Research Consultant" Last name: "Anthropologist"

This automatic CV/resume reader is clearly really effective. Actually, I've seen this a few times when applying to companies that use such software. It's supposed to scan applicants' materials and, in theory, automatically fill out the application for them. But every time I've used one, it rarely gets it right, and I end up having to fill out the application myself anyway. So much for technology!

Research design: online chats vs. face-to-face group discussions

There is a lot of talk these days about online qualitative research. I recall a meeting from late last year during which some coworkers discussed the possible advantages of online research over traditional methods like group discussions (aka focus groups) and in-depth interviews. They were particularly interested in the potential to save time and money on things like participant incentives, researcher travel, and facility/moderator costs.

Personally, I think that there's a time and place for online research, and I don't think it can or should always be used as a substitute for in-person research, which is just better in so many ways. Resource and time permitting, face-to-face groups (and better yet, ethnographic or observational research if appropriate) seem to be better options because of their potential to yield deeper insights from consumers by providing an unparalleled setting for group dynamics and social interaction. I do think that online research can make a good partner in a mixed-methods project, and can suffice if you're in a pinch or don't have a lot of money. Decisions about research design should be based on the question or problem at hand and the monetary and human resources that are available. 

One example of an online research method that's growing in popularity is moderated chats. Much like face-to-face discussions, online chats involve recruiting a group of consumers, users or stakeholders that meet specific criteria (demographics, customer segments, etc.) to participate in a moderated, semi-structured chat around a particular topic. The goal, as with face-to-face groups, is to gain insights that are more in-depth than what can be gleaned from a survey (they can also be used to compliment or develop a survey), but in a shorter amount of time than would be needed to interview everyone individually. If possible, take the opportunity to learn more about incorporating online research into the context of your organization's research efforts to see if it makes sense, but be aware of the potential effects of cost-cutting on the quality of data.

There are methodological, logistical and financial benefits and limitations to every research tool that exists, and it's important that we recognize them. I don't personally do much online research these days, but I thought it might be useful to put together a side-by-side comparison of both methods for those who are trying to decide which one to use. This is by no means an exclusive list, but this is what I could glean from a few sources I found online and in my bookshelves (listed below). Likewise, some of what is listed here may also pertain to a comparison of other, similar qualitative methods (like in-depth interviews versus Skype interviews, for example).

Considerations for Online Chats vs. F2F Groups
Issue	Online Chats	F2F Groups
Timeline	BENEFITS: great for projects that need quick turnaround time (a week or so) LIMITATIONS: quick turnaround might not yield best data and limits depth of research	BENEFITS: quicker than some other methods (e.g., in-depth interviews) LIMITATIONS: usually takes a day to do 2-3 groups in one city; travel to other cities to get geographic diversity  = a few weeks or more from start to finish
Recruiting	BENEFITS: ability to screen participants for selection criteria; people can be anywhere at any time; may increase access to hard-to-reach populations (e.g., doctors, busy professionals) and special interest groups; potentially cheaper recruit costs; may use online gift cards (e.g., Amazon) for incentives instead of cash; also, some companies have private online communities with a reserve of people waiting to be contacted for this type of research LIMITATIONS: if you can’t see someone, you don’t know if they are who they say they are; possible selection bias (e.g., skewed toward the internet-savvy)	BENEFITS: ability to screen participants for selection criteria LIMITATIONS: participants have to be in one location; might skew toward stay-at-home parents, retirees, unemployed, students unless selection quotas are used; potentially higher recruit costs, and most participants prefer cash-in-hand
Participant dynamics	BENEFITS: Dominant talkers, shy participants and ramblers less of an issue; anonymity lessens “social desirability” effect and might facilitate positive social interaction LIMITATIONS: Loss of face-to-face group dynamics and richness of social interaction leading to disconnected participants; anonymity might facilitate negative social interaction; potential for group think	BENEFITS: Rich group dynamics, visual body language, face to face social interaction LIMITATIONS: Dominant talkers taking over, shy participants not participating, ramblers; participants might engage in “group think” and refrain from sharing true opinions because of how they may be perceived by others
Level of participation	BENEFITS: participants can do it on their own time and from the comfort of their own home or office, or a coffee shop LIMITATIONS: multitasking might get in the way of full participation = half-hearted participation	BENEFITS: participants possibly more compelled to participate since they’re there LIMITATIONS: participants get bored, their minds go elsewhere if it’s a boring topic, if they’re tired, if they have something on their minds, if the moderator isn’t effective
Individual contributions/talk time	BENEFITS: participants may contribute at any time without waiting for others to finish; no need to take turns or worry about long responses or rambling; potential for more equal distribution of participation LIMITATIONS: potentially slower interactions and pacing	BENEFITS: richness of discussion facilitated by pro moderator LIMITATIONS: limited amount of time for everyone to share; moderator has to work to maintain pacing, control participants, incite participation
Number of participants	BENEFITS: moderator can handle more participants without being overwhelmed; can follow-up with multiple people at once LIMITATIONS: barrage of responses might cause missed opportunity to ask follow-up questions, especially if there are too many participants	BENEFITS: 6 or 7 people (max) per group allows for everyone to contribute at a deeper level; fewer people to keep track of/respond to LIMITATIONS: only one person at a time can talk
Client viewers	BENEFITS: a potentially unlimited number of clients can tune-in on the conversation and send questions to moderator via email, chat, conference call or in-person; transcripts available immediately; presence of viewers potentially more easily forgotten than in focus group LIMITATIONS: not as interesting as viewing a real group of people; clients may  be distracted by other work; flat text is not as interesting as live conversation	BENEFITS: in traditional market research facilities, clients can view the research live from behind one-way mirror or in back of room LIMITATIONS: moderator must leave room to get client questions, or someone has to send in a note which interrupts discussion; participants may feel uncomfortable knowing they’re being watched and being reminded by one-way mirror
Moderating	BENEFITS: potentially easier to moderate because of limited dynamics; can have multiple moderators (e.g., one can lead while the others probe) to keep things moving LIMITATIONS: have to be able to keep up with text-based conversation; lack of body language disallows moderator from using body language to his/her advantage; the chat might turn out to be a serial interview rather than an actual discussion	BENEFITS: skilled moderators can take on the dynamics, context and topic of any group and elicit insightful information; easier to facilitate a "discussion" rather than simply asking a battery of questions one-by-one LIMITATIONS: human dynamics always make things more complicated, so moderator has to be good at controlling them
Follow-up questions/probing	BENEFITS: can follow up with multiple people at once, individually or as a group LIMITATIONS: limited use of probing techniques (e.g., can’t use probes that involve silence, body language)	BENEFITS: numerous techniques for probing involving language, body language, silence, etc. LIMITATIONS: following up with individuals may be easier because only one person can speak at a time
Stimuli	BENEFITS: ability to show text, video, images without special equipment; people can react on their own LIMITATIONS: limited options (e.g., no physical prototypes or anything that can’t be digitized)	BENEFITS: numerous opportunities to incorporate stimuli like text, video, images, prototypes, social interactions, etc. LIMITATIONS: might take more time to set up or need special equipment
Location	BENEFITS: convenient for participants, researchers/moderator, clients (everybody can stay where they are); no fees for facility rental or travel LIMITATIONS: everyone being in different places could potentially create some minor inconveniences	BENEFITS: nice to have everyone in one place to facilitate discussions and benefit from face-to-face interaction LIMITATIONS: it costs money! (researcher/moderator travel, client travel, facility rental, and higher incentives for participants)
Cost	BENEFITS: overall way cheaper; incentives for participants can be lower since they don’t have to show up in person and because chats are usually shorter in duration LIMITATIONS: you get what you pay for	BENEFITS: you get what you pay for LIMITATIONS: overall way more expensive
Output (transcripts, video/audio) and data analysis	BENEFITS: quick data collection; immediate transcript from chat record; no need for transcribing; can start data analysis right away LIMITATIONS: discussion may be less interesting, interactive and in-depth because of lack of human dynamics; no video or audio recordings available, just flat text; data = less robust?	BENEFITS: verbatim transcripts and video illustrate a real, face-to-face conversation; video/audio can be reviewed; data = more robust? LIMITATIONS: transcripts take longer because videos/audio must be transcribed by a person (which may take days/weeks)

References:

Research Methods in Anthropology by Russell Bernard, 5th ed. 
Issues in Online Focus Groups: Lessons Learned from an Empirical Study of Peer-to-Peer Filesharing System Users, from the Electronic Journal of Business Research Methods 
Online focus groups as a tool to collect data in hard-to-include populations: examples from pediatric oncology, from BMC Medical Research Methodology 
Online focus groups versus telephone and face to face, by market researcher George Silverman 
Online focus groups, by professor of marketing Dr. Ed Forrest