Building on the previous session that focused on moving fieldwork from face-to-face to online data collection, this community support circle looked specifically on how focus groups could be moved online. The session was introduced by Hubertus Hofkirchner, Giulia Fabrizi and Kelly Heatly, who explained that taking focus groups online is not easy since the shift has to be well explained to clients and we, as researchers, must reassure them about the change in methodology. It is also important to have expert moderators who can ensure respondents feel at ease, especially in this time of crisis when they may have additional concerns.
At the same time, they stressed that there are opportunities coming with this shift, and one of the things that certainly stands out is that companies and brands are looking to pivot to new changes and review their strategies in light of the current situation. This validates that our clients still require qualitative research, which is why we must also adapt to this new environment.
The session dived into the practicalities of running an online focus group, like ensuring methodical quality, convincing clients and safeguarding privacy of the participants.
Convincing Clients
One of the challenges our sectors is now facing is that research is being postponed, or cancelled, due to governmental restrictions on physical meetings. When moving focus groups online it is therefore important to be able to show clients how your online methods work just as well in order to foster their trust. It is also important to be patient – the change doesn’t happen overnight.
To build a portfolio of a successful project, it may be beneficial to start with those clients who are familiar and comfortable with online technologies. This can help convincing those initially reluctant companies to move their studies online.
Another convincing method is comparing online and offline focus groups side by
side and highlighting the benefits of going virtual, such as the potential for a wider geographical reach, and the potential for gathering new, rich and interesting insights.
Methodological Quality
To achieve successful studies, methodological quality is key. To accomplish that you need to make sure your participants are motivated and engaged. Try to gamify the interactions, or ask fewer questions per day and spread them over few days to facilitate engagement .
It’s important you understand your participants and ensure everyone is in the same mood. Validating that they can have an impact on the future by sharing their thoughts and opinions will help you motivate them. It is also essential that the moderators are trained and capable of capturing the nonverbal interaction in the online environment.
As we have heard in our previous community circles, people are currently very eager to participate in research and share their opinion. They really feel that research can make a difference in these trying times.
Tips for Preparation
During the session there were several practical tips shared that can help tremendously when setting up your online focus group. Arguably, the most important it is to ensure you are prepared and understand the tool you’re using. That way you can brief your participants and help them when they are facing technical issues. This allows for a smooth discussion where you achieve the same results as when you’d be in the same room.
Privacy and Recordings
When moving your focus groups online there are some additional points for consideration regarding the privacy and confidentially of the sessions. If you are conducting group interviews using webcams, a good practice is to instruct your participants to share their first name only in order to protect their identity.
As an additional safeguard against sharing of the video recordings you may ask clients to sign a video Non-Disclosure Agreement where they will need to confirm not to share those videos beyond their core internal team.
As with any research project, be mindful of collecting certain types of personal data in this context, such as sensitive health data.
Skills to Transition Online
Finally, some tips were shared on how to approach the transition from an operational perspective. Several participants stressed that is important that the change is not cost driven, but a way to enrich the data you capture.
To ensure consistency in your results, when you can, start with a new project, not an existing project that has moved online.
As a final takeaway, be ready for change. The situation will not be same as it was before Covid-19, and the sector should be ready to embrace the new normal.
1 comment
Thanks for sharing – wonderful resource