Blognography Conducting qualitative research online is about more than just new technologies. It is about utilizing new forms of personal expression and new communications dynamics to bring about a deeper understanding of target consumer values, attitudes and behaviour. At the most basic level, qual online negates geographical gaps and breaks down interpersonal inhibitions. The various modes of internet qualitative each bring their own additional advantages. Live Sessions Groups or interviews conducted in real-time, in an internet chat room environment. Message Boards Threaded discussions extended over time, allowing for greater reflection and thought on the part of both participants and interviewers. Blognography QRI has pioneered the application of personal weblogging as a rich vehicle for ethnographic insight. These projects involve a set of target consumers recruited to share their world with us via blogs. Blog posts are partly self-directed and partly driven by the moderator.