Online Focus Groups

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Online Focus GroupsOnline Focus GroupsA How-To Guide in A How-To Guide in

8 Steps8 Steps

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Online Focus Groups

Online Focus Groups: Online Focus Groups: DefinitionDefinition

• Definition: A professionally structured group discussion that provides in-depth insights and an understanding of motivations and perceptions. 

• Performed in a secure, online chat-room environment.

• A professional moderator guides the discussion.

• Focus groups are helpful for:– generating– evaluating – refining

• ideas• products• services• packaging• positioning• media

What’s an online focus group?

Online Focus Groups

Step 1: Define ObjectiveStep 1: Define Objective

• State objectives clearly: an outside focus group specialist should understand exactly what the problem is and what information you are trying to uncover.

• What is your overall purpose or "to" statement?

• What decision(s) will you be willing to make as a result of information gathered from your online survey?

What’s your “to” Statement?

Online Focus Groups

Step 2: State HypothesisStep 2: State Hypothesis

• A hypothesis is an educated guess, based on information about your company's business processes or products.

• Focus group discussion guides may be formed to prove or disprove your hypothesis, or to generate reasons why you have a problem, as well as to suggest potential solutions.

What’s your best guess?

Online Focus Groups

Step 3: Define the PopulationStep 3: Define the Population

• Typically, online focus groups have 5 to 8 participants.

• Additionally, 5 to 8 groups are usually formed.

• Who will be in your focus group? What demographic or psychographic profile are you looking for?

Who do you want to talk to?

Online Focus Groups

Step 4: Invite ParticipantsStep 4: Invite Participants

• An online focus group firm has a database of potential participants. These are people who have agreed to participate in a focus group, usually in exchange for some reward (a small monetary stipend, gift certificate, etc.)

• Participants are screened before they are sent an acceptance email. The email contains instructions on how to log into the chat area.

• The focus group specialist informs selected participants of the time and date of the actual focus group.

Where can you find your population?

Online Focus Groups

Step 5: Develop a Discussion Step 5: Develop a Discussion GuideGuide

• The focus group specialist starts with a baseline discussion guide that meets the objective and hypothesis needs.

• Of course, during the discussion, other questions may arise that go beyond the discussion guide.

Use a guide.

Online Focus Groups

Step 6: Pre-TestStep 6: Pre-Test

• The actual questioning process will need to have a "reality check".

• Questions that look great "on paper" or on the screen can sometimes yield unexpected or unintended results.– Are the questions

appropriate? – Are the directions easily

understood?

Perform a reality check.

Online Focus Groups

Step 7: Conduct Focus Step 7: Conduct Focus GroupsGroups

• After performing a roll call, the discussion will begin.

• Often, the moderator will have participants look at something online and ask for their qualitative responses to the item.

Remember, look for qualitative information.

Online Focus Groups

Step 8: Analyze ResultsStep 8: Analyze Results

• A key feature of focus groups is that an on-line transcript is instantly available.

• The focus group specialist will look for consistencies among the groups of respondents and prepare a report or presentation.

Act on your findings!