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Editor's Notes

1. It’s unbelievable how many people immediately associate everything qualitative with focus groups. Given the advances in the industry, this should not be the case. As researchers, it is our responsibility to learn everything we can about what other options are out there so we can spread the gospel. If we are burying our heads in the sand, we are doing ourselves and the people who depend on us a great disservice. In this presentation, we are going to take a look at the reasons why people hold on to their groups and put blinders on to other options. We will also debunk some myths and give you a taste of what else is out there.
2. Focus groups are straightforward . You gather 10-12 people in a room with a moderator and ask them questions. Nothing too complex or scary about it. Focus groups are familiar. They are a widely used and accepted method. There’s no shortage of examples of products, concepts and brands that have been shaped over the years from focus groups. Also, upper management tends not to question the approach or the results. Focus groups give stakeholders a feeling of control. Many of us are a lot more comfortable in a brick and mortar facility watching our groups with our own eyes than conducting our research on the web. Finally, as I alluded to earlier, there is a lack of widespread knowledge about other available methods. If FG are all people know, its all they will use
3. While many of the emotional reasons people hold on to their focus groups are hard to dispute, there are some common misconceptions about focus groups that I would like to bring to the forefront. I hope that going over just a few of these myths will make you feel a little bit more comfortable about the possibility of letting go and trying other approaches to satisfy your qualitative objectives.
4. Lets explore this for a second… While you will hear many scream from the rooftops about how vital those cues and expressions are, the fact of the matter is that often they are misinterpreted and too much emphasis is placed on them. More importantly, face to face research can make it more difficult to say something controversial or off putting. Take away this dynamic through the digital divide of the internet and respondents are often more open. Online they enjoy a sense of privacy and a level of anonymity that focus groups simply cannot provide. This is especially important when your research initiatives cover sensitive subject matters.
5. We all know that groups are great for things such as ideation and laddering, but like the in-person dynamic, conducting research with a group can inhibit candor. The pressures of social interaction and group dynamics can hinder respondents’ ability to speak freely and leave them reticent. Online tools, particularly online one-on-ones, can be much more effective in creating the potential for intimate and revealing responses.
6. Yes, if you need your respondents to touch something you’re going to need the in-person environment that a group offers. However, virtually anything else can be accomplished online these days. Most online methodologies allow respondents to interact with videos, still images, audio, etc… Online you can easily show a 360 degree view of a package or flip through a magazine page by page. Moreover, it makes sense to conduct much of today’s digital research, such as website testing, online.
7. Furthermore, some of the virtual seats behind the glass are extremely advanced. For instance ours here at iModerate lets you not only view your project as it unfolds, but allows you to collaborate with your qualitative team in real-time.
8. So hopefully you think that we have a few valid points about why focus groups are not the end all be all, and you are ready to open your mind a bit. The question you must be asking yourself is, what else is out there?
9. The answer is, there are an abundance of online qualitative tools that can get you the insights you crave and offer you some really great benefits.
10. Before taking a deeper look at these tools, lets go through a few of the general benefits you can enjoy with online qualitative. Most online qualitative tools are quicker than focus groups. It can take weeks to set up and conduct in-person FG as opposed to a few days or a week for many online qualitative approaches Online qualitative is usually significantly cheaper. Right off the bat you have no travel, no facility costs and easier recruitment. With online, you are not hamstrung by geographic boundaries. You can speak to respondents all across the globe without having to actually travel all across the globe. Online qualitative also gives you the ability to utilize technology and a variety platforms such as mobile Finally, online is where people are talking today. Its pretty much becoming people’s natural habitat for conversation, so why not talk to them where they are comfortable.
11. In conclusion, you shouldn’t always be defaulting to focus groups for your qualitative initiatives. Due to factors such as speed, convenience, cost, technological advancement and communication preferences, online methods are on the rise. So have an open mind, map out what will best help you achieve your objectives and embrace an online qualitative method to reach your research goal.