Online focus groups are divided in to two main types, the more common chat based focus groups and the new webcam and audio based focus groups. The suitability of each type is dependant on the participants internet connection and whether they have access to a webcam and set of suitable earphones.
Chat based online focus groups
Chat based online focus groups are most commonly used and transcripts from the group discussions are available with 24 hours. This type of focus group provides a degree of personal anonymity and participants are highly engaged, often commenting how enjoyable the experience was. This makes the moderators task of getting the individual to be open and honest an easy prospect. This is particularly evident when running chat based online focus groups where participants enjoy greater level of personal anonymity.
Webcam & audio based online focus groups
Webcam & audio based online focus groups are more popular in metro and city areas where there is access to high speed ADSL broadband. Video and audio groups requires the participant to have access to a web camera and a set of earphones and a microphone. The video and audio session is also recorded and transcripts for these recordings are usually available with 3 to 5 working days. Which method we use is based on a number of factors including the available budget, the type of study, the sensitivity of the topic and the speed of the participants Internet connection.
Research suited to online focus groups:
- Advertising research
- Brand research
- Website evaluations
- Website usability testing
- Product evaluation
- Service evaluation
- Testing business ideas
- Business start-up research
- Consumer groups
The data obtained from both types of online focus groups is comprehensive and accurate. Everything that occurs in the group workspace is recorded to deliver a comprehensive research report. Initial debriefing of the top level observations can be done 24 hours after the group.
A typical online focus group will run between 60 and 90 minutes and all that’s needed to login to the group is a computer, a compatible website browsers such as Internet explorer or Firefox and an ADSL (broadband) Internet connection.
7 reasons for choosing online focus groups:
- Online focus groups can substantially reduce the cost of getting top level feedback on new ideas, products, marketing campaigns, websites and advertising.
- Participants can be located anywhere there is an Internet connection and a computer.
- Online focus groups are ideal for reaching individuals who are hard to reach or are difficult to get together at the same time.
- Participants feel more comfortable in their own environment and are more wiling to open up during the discussion.
- Reduce the need to travel or hire room facilities and no vehicle emissions getting the participants to expensive focus group rooms!
- Faster turn around between completing the focus group and reporting.
- As a client you observe the action from the comfort of your home or office computer.
What online focus groups are not suitable for
Online focus groups are not always suitable for projects where participants are required to handle a physical product, or it is important to observer full physical body responses to stimulus.
However, we have tried to think of that too! one way of addressing this limitation is to undertake web-cam and audio groups, and for product responses we can always send the participants the actual physical items prior to the group beginning.
