Running a successful online focus group is no easy task. Finding the right participants, keeping everyone engaged, and obtaining useful insights can be challenging enough when meeting face-to-face.
Conducting this research entirely online brings an added layer of complexity that may be intimidating at first. However, with proper planning and a thoughtful approach, you can conduct a successful session that may produce some remarkable insights. Try these tips and tricks to keep the process running smoothly.
1. Ask a Question In the Screening Survey
Try including a question in the screening survey that requires participants to communicate their thoughts or feelings. It doesn’t necessarily have to be about the subject of the research but should encourage them to articulate an idea or opinion.
You could ask them something like: “Imagine you won the lottery, what are the first three things you should do?”
Their response can help recruiters determine who is a good fit for the research and filter out those who may not be the best candidates.
2. Limit the Number of Participants
Larger groups can be difficult to manage when conducting research online, so it’s best to limit the number of participants. Successful in-person groups tend to have about six to eight participants but with virtual groups, it’s best to keep it to about six.
Smaller groups make it easier to avoid interruptions and give everyone a chance to speak in detail without feeling rushed. They also give moderators more control over group dynamics and the flow of discussion.
3. Send a Reminder
Make sure to send a reminder via phone or email to all participants with the time and expectations. For instance, if you don’t want them to join the session on their phones, remind them that they will need to be in front of a tablet or computer. You may also want to encourage them to join in a quiet environment, free from distractions (you’d be surprised by how many people try to participate while driving!).
4. Attend the Tech Check
It’s standard for most online platforms to require a quick tech check before the session begins. As a moderator, you may want to attend this tech check to greet the participants. It allows you to introduce yourself and ask a few preliminary questions to assess their attitude and conversation skills before the research begins. This can be a good way to better understand the potential group dynamics (who will be the most talkative vs. most quiet, etc.) and who will or won’t be a good fit for the study.
5. Pave the Way for Engaged Discussion
Open up the discussion by explaining the purpose of the research and what they can expect throughout the process. It’s also helpful to explain your interview style so they understand their role in the discussion.
Will you call on them each one at a time? Or should they simply interject when they have a thought? Perhaps there will be a chat box where they can voice their opinions.
You want to pave the way for an engaged discussion and let them know that active participation is encouraged while still controlling the flow of the conversation.
6. Allow Differing Opinions and Response Types
In addition to promoting participation, you should also let them know that it’s okay to share a differing opinion. If the majority of the group shares a particular sentiment, others may feel like they’re impeding the research process by going against the grain. Let them know that you want their authentic reactions, even if they’re negative or contrary to how others feel.
Also, keep in mind that full responses aren’t always necessary. If you’re running low on time, ask them to use body language or headline their responses to signal whether they agree or disagree with a statement.
7. Play to Individual Strengths
Not everyone processes information in the same way. Some are visual learners, some respond better to auditory cues and others are kinesthetic. So if you want to be sure everyone is engaged throughout the process, include different types of media and stimuli in your presentation to appeal to each type of learner. For instance, include a mix of words, images, and video in a PowerPoint presentation to keep things fresh and interesting.
8. Coordinate Group Interactions
Although it can be more challenging to moderate interactions in a virtual setting, it’s crucial to exercise control over the group and ensure everyone has a chance to speak. Even online, you can usually distinguish the talkative, outgoing types from the quiet, more reserved participants. So it may help to call on the introverts first and save the group leader for last or instruct them to use the chat to avoid influencing each other.
Improve the Efficiency of Your Online Focus Groups with New Perspectives
Running a successful online focus group takes skill and careful planning. At New Perspectives, we have years of experience running both online and in-person research studies. Contact us today if you need help developing a winning program that will generate the insights you need to excel.
