What is Online Focus Groups Discussion
Online focus groups discussion is an innovative qualitative market research method that enables companies and brands to explore ideas with participants in-depth using online meeting platforms. Online focus groups are gaining attention because they are cost-effective and faster than in-person focus groups.
Traditionally, in-person focus groups are typically held in a room with 6 to 8 participants. The moderator leads the discussion and uses a discussion guide prepared by researchers to ask open-ended questions and interact with respondents. The cam recordings of the groups are used to prepare the transcripts. Researchers listen to the recordings and read the transcripts to analyze the responses and write their reports.
Why Online Focus Groups Work
We recently opted for more online focus groups, mainly because of the COVID-19 pandemic. They are working great for the following reasons:
| – | Online focus groups are less expensive than in-person groups. |
| – | You can reach a bigger pool of respondents because of broader geographic coverage. |
| – | They solve the problem of social distance restrictions. |
| – | They are faster to set up and implement. It is also possible to conduct multiple sessions in a single day. |
| – | Participants are more comfortable at home and will give more honest and open responses. No one will be intimidated by the presence of another respondent. |
| – | If any respondent dropped out at the last minute, it is easier for online groups to compensate by inviting a replacement. |
| – | Online focus groups are efficient as clients can attend the group discussions from their offices or homes. |
| – | Researchers and clients can interact with the moderator in a private chat if needed. |
| – | Online meeting platforms such as Microsoft Teams have excellent features, such as video sharing, whiteboards, and automated transcripts. |
| – | Group recording’s link is immediately shared with the client when the discussion ends. |
| – | Groups are recorded with the transcripts, making it easier for researchers and clients to navigate through the recordings by clicking on the sections or phrases in the transcripts. Also, the transcripts are tagged with respondents’ names and timestamps. |
| – | Some online platforms analyze face impressions, hence increasing deeper insights. |
| – | Researchers can highlight important insights with simple video editing. |
Some Considerations
As with everything else, online focus groups have some cons to consider. These are usually related to technical difficulties for some respondents in logging into or using the online platforms. Sometimes internet instability doesn’t help. Also, participants may lose focus via laptop or mobile. Therefore, it is imperative to brief the respondents and guide them through the process. Respondents should also be present in a calm environment and remove all distractions. Nevertheless, the moderator’s role is crucial in keeping all participants engaged and allowing everyone a fair opportunity to talk.
Way Forward
The pandemic disrupted market research and collecting information and respondents’ feedback. Also, faster delivery is sought by clients more than ever. Henceforth, we will keep exploring new methodologies, and likely continue using online focus groups even post-pandemic.
If your company is interested in market research, please reach out to info@sapience.ae, and we will be happy to schedule a call to discuss the research objectives with you. Moreover, read about our research services by clicking here.