BENEFITS OF ONLINE FOCUS GROUPS
As a long-time moderator of traditional focus groups, I remember a time when I questioned the value of conducting online groups, primarily because neither the moderator nor the clients could observe the respondent’s body language.
I also wondered how in the world one could achieve the depth and value of group interaction that occurs in a more traditional setting. After having the opportunity to conduct many online focus groups, some in parallel with traditional groups, I can now happily say that I have become a convert.
While online focus groups are not appropriate in all settings and will not replace traditional groups, they do provide some of the following strong benefits:
• There are no geographic barriers for respondents.
• It’s easier to recruit hard-to-reach or ‘specialized’ respondents.
• No travel is required, meaning lower out-of-pocket costs.
• Clients and respondents can "participate" from the comfort of their home/office.
• Respondents can "talk" simultaneously, providing more information.
• Review of new stimuli and activities such as website tours is possible.
• There is faster turn-around; a transcript is available within seconds of group completion.
• The group is not inhibited by bad weather or traffic jams.
• More topics can be covered.
• Because people are essentially anonymous, they tend to be more candid.]
• Transparent client communication during groups is possible. ‡
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