Online vs In-Person Card Sorting: Which is Better?
Both online and in-person card sorting have their place. Here's how to choose the right method for your research.
Online Card Sorting
Pros
✅ Larger sample sizes (50-100+ participants) ✅ Lower cost per participant ✅ Faster data collection ✅ Participants in natural environment ✅ Asynchronous - participants choose when ✅ Automatic data analysis ✅ Geographic diversity
Cons
❌ No opportunity to ask follow-up questions ❌ Can't observe participant behavior ❌ Less context about decisions ❌ Participants may rush through
Best For
- Quantitative insights from many users
- Remote teams
- Limited budget
- Quick turnaround needed
- Global user base
In-Person Card Sorting
Pros
✅ Rich qualitative insights ✅ Ask "why" questions in real-time ✅ Observe thinking process ✅ Build rapport with participants ✅ Clarify confusion immediately ✅ Deeper understanding of decisions
Cons
❌ Smaller sample sizes (5-15 participants) ❌ Higher cost per session ❌ Time-consuming to schedule ❌ Geographic limitations ❌ Manual analysis required ❌ Researcher bias possible
Best For
- Exploratory research
- Complex domains
- Understanding reasoning
- Stakeholder observation sessions
- Limited participant pool
Hybrid Approach
Best of both worlds:
- Run moderated sessions with 5-10 users (qualitative insights)
- Follow with online card sort to 50-100 users (validate patterns)
Tools for Each Method
Online Card Sorting
- Free Card Sort (unlimited free)
- Optimal Workshop
- Maze
In-Person
- Physical index cards
- Sticky notes on wall
- Free Card Sort (with screen sharing)
Data Quality Comparison
Online: Higher quantity, lower context In-Person: Lower quantity, richer context
Both produce valid results. Choice depends on your research goals.
Our Recommendation
Start with online card sorting using Free Card Sort:
- Get broad patterns from 30-50 users
- Identify surprising results
- Conduct follow-up interviews if needed
Use in-person when:
- Exploring entirely new domains
- Stakeholders need to see research firsthand
- Building empathy with users is a goal
Try online card sorting free at freecardsort.com