Best Practices In Facilitating Online Focus Groups
From a marketing perspective, focus groups are highly necessary in order to collect
information about a company, products, services and gain insight from the reactions and comments of the participants.Traditional focus groups are difficult to organize, because they require the physical presence of the researchers and additionally, a representative from the company who will be monitoring the proceedings. Depending on ones target market, the research venue may also span across the globe, including several countries. In addition, it is time-consuming, not to mention the other costs such as travel expenses.
Taking marketing research online has made it much more easier and convenient to conduct focus group discussions. Now it is possible to accomplish online focus groups more efficiently with the help of moderator and technology providers. A marketing research company specializing in this type of research, specifically online focus groups will deal with all of the steps in conducting a focus group for a company. For instance, from the respondent recruitment, the researchers will enlist the participants through online surveys. Here, they can check for locations, family income, educational attainment and find out if the participants are articulate enough to participate in the online focus group. The researchers may even find out if the participant may access the internet at the time of the proposed online focus group, or if he or she owns a web cam if web cam interviews are an important part of the research. From the start of the recruitment, the researchers may already determine if the potential participant will be a good fit to the requirements of the research, because technology checks are included in the screening.
This factor makes it easier for the researchers to prepare for the online focus group discussion. The questions and topics for discussion are then designed, and during the actual focus group, a moderator will be in charge of guiding the participants. He or she will then instruct them about how they should proceed during the focus group, ask them questions and lead the discussion and encourage the participants to interact with each other as needed.
The beauty of online focus groups is the data will be readily available because all of the proceedings are immediately recorded, and usually, transcription of the discussion is available from the researchers as well. Taking the research online also allows the client to view the discussion points and the results instantaneously. The latest in marketing research software and technology is really a game changer in the industry.
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