Steve's written this paper for #UXmatters about techniques and respondents in qualitative research for websites. We’ve conducted a lot of research about user experience and website design over the past few years and there are now plenty of online qualitative tools that can be used to remove the ever present test mentality that respondents display.
I guess that many companies are now on their second or third iteration of their website and website design has become a specialist science. UXMatters is one of those websites that is an absolute gold mine of rich material and insights for this type of thing. If you need to run some qualitative research on your website please get in touch and we'll be happy to talk you through our approaches.