Focus group (FG) is one of the most widely used and credible types of qualitative research. However, technology advances and conducting online focus groups as an analogue has gained considerable popularity among researchers in recent years.
Online focus groups
Conducting remote online focus groups
with consumers
The online focus groups are perfect in cases where it is physically impossible to place the participants in one room or when the presence of respondents is limited for one reason or another (work schedule, living in another country, disability or illness). Also, this research method is notable for its significant economic efficiency, since organization of focus groups in several cities does not require lengthy business trips of a moderator, special focus group rooms, etc.
The fundamental difference between the two methods is exclusively technological. From a methodological point of view, online focus groups are carried out in full accordance with the principles applicable to offline focus groups. Like a regular focus group, this is a discussion of representatives of the target audience of a product or service, the purpose of which is to study the opinions of consumers. The invited respondents of each group also apply the principle of homogeneity (sample uniformity). A skilled moderator is necessarily present in the focus group, who moderates the discussion according to the guide (scenario), directing the discussion in the required direction.
Img 1. Online focus group of 6 respondents
Benefits of conducting online focus groups
The online focus group method has several advantages over the classical method of conducting:
- There are no restrictions related to the geography of the study - if your goal is to study the opinions of consumers from different regions (or countries), then there is no need for long flights and business trips of the moderator;
- Video recording - since the discussion is already held in video format, a specialized focus room will not be required for video recording, and the resulting recording of the video conference will allow you to study in detail the behavior and reaction of the participants in each group;
- Specialized software - mainly the moderator communicates with participants, but it is also possible to use additional tools: text chat (where, for example, it’s convenient to send a link to a web resource or ask respondents to give a meaningful textual response to the task), the ability to demonstrate the screen by a moderator (allows demonstrating the tested mockups or promotional video);
- Opportunity for the client to be present during the focus group - usually the client’s representatives are present incognito, and it is possible to text additional questions during the discussion directly to the moderator for him to clarify them with the respondents;
- Convenient time for conducting - a group call can be organized after hours, convenient for participants in the discussion.
One of the convenient and popular research topics of online focus groups is testing websites and digital products. The group is given the opportunity to test a web site prototype, web service or any other service. And in the process of research, observing the successes and difficulties in working with the product, you can easily identify potential barriers, technical flaws or not intuitive interface elements.
Of course, there are disadvantages in online focus groups, but they, like the method itself, are technical. The participation of the respondent may be disrupted due to problems with the Internet, poor connection or lack of connection in general (for this reason “spare participants” are always invited). Unlike a regular call-interview, when working with focus groups it can be a problem to postpone the discussion to another time due to the mismatch of the participants' schedules.
Also, if it is necessary to test any physical aspects of the product (for example, tasting or tactile evaluating), then in the offline focus group this does not seem to be a problem – respondents get acquainted with the products in the focus room. For online focus groups, respondents lack such an opportunity. At the same time, there is a solution that is suitable in cases where the tested product does not have a high cost per unit and large dimensions – samples can be delivered in advance to each respondent home.
Otherwise, the conducting procedures do not fundamentally differ from conducting face-to-face focus groups.
Часто задаваемые вопросы:
What is the average duration of FG?
Up to 2 hours, followed by the provision of a video to the client.
What is the role of an online focus group moderator?
An experienced moderator is required for working with the group, the task of which is to conduct a discussion according to the FG guide, to allow each participant to speak and to put as little pressure on the respondents' opinions as possible. The independence, impartiality and analytical mindset of a professional moderator often becomes the key to the success of a discussion.
What is the guide (scenario) for FG?
The scenario for conducting the FG is called a “guide”. Prior to the focus group, the analytical team of the project prepares a discussion scenario that guides the moderator during the online FG. Avoiding closed questions (with unambiguous answers, like yes or no), and giving respondents the opportunity to open up during the conversation, the moderator can control the dialogue, pushing group members to the answers that interest the client.
By what principle are respondents recruited?
Respondents are selected according to the portrait of the target audience of the product. If you need to study opinions regarding existing products or goods that are yet to be put on sale, consumers of the product category become respondents. If a focus group is required for forecasting the market situation or analyzing existing highly specialized technical processes, industry experts or representatives of market segment enterprises are invited.
