you can let go of your focus groups, really, it's o.k
DESCRIPTION
This presentation tries to help you come to grips with not always defaulting to focus groups. It gives you the reasons why people always run to groups, debunks some myths and highlghts some other options.TRANSCRIPT
Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)
You Can Let Go of Your Focus Groups…Really, it’s OK
Name: Adam Rossow & Jen DroletCompany: iModerateDate: 12.8.2010
Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)
Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)
Focus groups are a valuable part of the qualitative toolbox;
but, they don’t have to be the default method
Qualitative Toolbox
Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)
So why do so many people rely solely on them?
Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)
Straight-forward
Control
Familiar
Education
Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)
Debunking some myths
Versus
Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)
In-person dynamic leads
to better insights
While visual cues and facial expressions can be important, face to face dynamic can stymie candor
Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)
.Groups are the
best way to conduct
qualitative research Group dynamics
produce groupthink, wallflowers and domineering respondents
Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)
Respondents must touch
and feel stimuli in order to offer valid feedback
Most online qualitative tools have unbelievable stimuli capabilities
Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)
I have to sit behind the glass to observe my research first
hand You can sit behind the virtual glass with most online tools
Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)
Great, now what?
Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)
Online qualitative methods
• Online Bulletin Boards• Online One-on-One’s• Online Focus Groups• Online Communities • Social Media Monitoring
Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)
Online qualitative benefits
Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)
Online focus groups
Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)
Online bulletin boards
Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)
Online one-on-ones
Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)
Online communities
Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)
Social media monitoring
Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)
Summary
Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)
Questions
Adam Rossow, Jen Drolet and Susan Sweet