In the world of qualitative market research, focus groups are one of the most commonly used methodologies. Thanks to modern technology, organisations now have the ability to conduct focus groups online, gaining insight from participants in different markets around the world and making research that would previously have presented great logistical challenges more accessible. An online focus group allows respondents to discuss and combine personal opinions with experiences, providing the benefit of exploring a topic in great depth.
But what is it that makes a successful online focus group, and how do you utilise this methodology to gain the most valuable insight?
Here are our five ‘musts’ when it comes to running successful online focus groups.
Getting the right participants in the virtual room is of utmost importance in making focus groups successful. At FieldworkHub, we act as advisors, partnering with our clients to ensure that the screeners are developed in a way that targets the right participants, then screening candidates thoroughly to ensure that only the people who meet the screening requirements take part.
Life happens to participants, and it is not unusual for online focus groups to see last-minute dropouts or problems with technology that mean they are unable to join the group, so having extra back-up respondents ready to take part is a must. The FieldworkHub team always recommend a degree of over-recruitment for focus groups to improve the chances of getting the minimum number of participants that the client needs. The appropriate level of over-recruitment depends on the target audience and the country. For example, drop-out rates amongst teens are typically higher than amongst adults, and drop-out rates in Japan are much lower than they are in, say, Nigeria.
It is important to have a single point of contact who understands the research objectives and is on hand to deal with queries from all sides, including from participants.
When you choose FieldworkHub, your project will be assigned a dedicated project manager who will develop an in-depth understanding of your research objectives, the participants you are targeting, and the online platform you are choosing. Our project manager will create a profile grid to record the screening answers provided by each participant and share this grid so you can monitor recruitment progress in real time. and be confident that each and every participant meets all your key criteria. They will also be on-hand for the group starts and ensure that after the groups are concluded, the recordings and transcripts are delivered efficiently.
The obvious difference between focus groups that take place face to face compared with those that take place online, is the increased reliance on technology. While technology makes it easier to communicate with research participants virtually, problems with technology often occur. It is therefore important that an easy-to-use platform is selected for the research. FieldworkHub has a good understanding of the ins and outs of different technology platforms and we make sure that our project managers receive training on any new platforms, so that they understand how each one works before the online focus groups go ahead, and are therfore ready to step in if problems do occur.
At FieldworkHub, we go the extra mile to make sure that we incorporate ‘tech checks’ into our set-up of online focus groups. We ensure that all parties (including the moderator and the simultaneous translator, if present), test their internet speed, cameras and microphones before the start of any online focus group. This allows us to troubleshoot any issues in advance. This level of preparation means that our clients see a far smoother process, and the group time is spent getting valuable insights that ultimately deliver on our clients’ objectives.
For any online focus groups, it is important to intentionally organise the size and structure, in order to get the most out of the session. Factors that impact the size, duration and structure of the session include the sensitivity or complexity of the subject matter, the target respondents, and the amount of stimulus material and concepts to be tested. If participants need time to warm to an idea, or to understand complex concepts, then a smaller or longer group might be more suitable.
However, participants are more likely to be distracted when participating remotely than when sitting together in one room so as a general rule, FieldworkHub recommends that online focus groups should be smaller and shorter than face-to-face groups. We typically suggest a maximum of six participants plus the moderator and a maximum duration of 90 minutes.
An important element of successful online focus groups is having a moderator who holds experience in facilitating this type of session, so taking the time to choose a suitable moderator is essential.
A well-briefed moderator with the right experience will manage discussions between respondents effectively to yield the insights needed. A good moderator will also lay out the ground rules at the start of every online focus group, helping to prevent people from interrupting each other and maintaining the flow of the focus group conversation. They also have the ability to recognise different personalities within an online focus group, and provide encouragement to more reticent participants who may take a bit longer to warm up to the conversation. FieldworkHub selects knowledgeable moderators who will ensure the conversations remains on track throughout the time allotted, so that the entire session is worthwhile and provides our client with the maximum possible information.
At FieldworkHub, our aim is to make sure that every research project we undertake delivers actionable insights for our clients in the most cost efficient way, so if you are thinking of the agency to partner with you on your next research project, think FieldworkHub!
