![]() ![]() Online focus groups offer convenience and can be set up quickly. However, there still are fees for using online qualitative software Online focus groups often cost less there are no travel costs or focus group facility rental costs. Participants are able to still see each other through the webcams, leading to a richer discussion than through a phone conversation alone People can participate from the comfort of their homes or offices – they don’t need to travel to a focus group facility Participants can be drawn from a nationwide sample Here are some pros of online focus groups: Ideally, all of the participants are linked through webcams so they can see each other, and the moderator is able to share ideas through a screen share and by loading up stimulus ideas onto a screen. Groups will last anywhere from 1.5 hours to 2.5 hours. (An in-depth interview, which can also be done online, is a different form of research, where a moderator leads an interview with just one participant). In an online focus group, 3 to 6 people is the ideal sample size. If you’re trying to understand which method is preferable – online or in-person focus groups – here is a quick pro and con list of each method. With digital methods, we’re able to replicate – as best we can – in-person conversations and sessions through online formats that may include webcam focus groups and mobile data capture. During these conversations, we’re able to pull out incredibly rich data that gives us a far deeper perspective into how people think, perceive brands/products, and it helps us learn what they expect and want from a brand. Through a structured discussion guide, we lead participants through conversation points, creative exercises, and ideation sessions. Our main goal in qualitative research is to have real conversations with real customers, prospects, and channel partners. We now frequently employ digital methods to conduct research, but we still also use “traditional” methods, such as in-person focus groups, in-person one-on-one interviews (in-depth interviews), and phone interviews. Qualitative research, like most things in modern life, has adapted to the times.
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