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Focus group: Conduct focus group discussions completely virtually with QuestionPro’s online community – with and without video

Focus group discussion
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Use the QuestionPro market research community to conduct a digital Online focus group

Definition: What is an (online) focus group?

Focus groupFocus group discussions are one of the qualitative methods within market research, which has its origins in social science. A focus group can be defined as a small group of six to ten participants carefully selected according to clearly defined criteria, who engage in an open discussion and with moderation using a pre-developed guideline, for example to research a new product, to further develop products or to strengthen them of brands contribute. Market research focus group participants ideally have an interest or need related to the topic of the focus group discussion, such as an affinity for a particular product or brand or a problem.

The American social scientist Robert K. Merton can be seen as a pioneer of the focus group, who had already used the focus group interview method in the mid-1900s. The focus group finally gained popularity in the 1980s as a qualitative social science method.

While focus groups are usually carried out in a physical room, for example in test studios, online focus groups take place in virtual rooms or video conference systems on digital platforms, e.g. B. as part of an online community.

What is the purpose of an (online) focus group

The purpose of a focus group is not to reach a common consensus or some degree of agreement or to decide how to proceed with the topic under discussion. Focus groups are designed to identify perceptions and feelings and to understand what consumers might think about a particular product or service. Because the focus group uses qualitative data collection methods as well as real-life dynamics, participants can interact freely and the desired outcome is usually unbiased.

The advantage of a group discussion is that – unlike an in-depth interview – group dynamic effects can be used here. On the other hand, certain, more private topics such as illnesses, finances, and intimate matters can be explored less in the context of a group discussion.

Size and types of focus groups

The size of a focus group – whether online or not – is ideally six to ten participants. In a so-called mini focus group, only four to six participants take part in the focus group discussion. The number of moderators varies from one or two people. However, there are also focus groups that are carried out entirely without moderation or where the focus group is moderated by one or more participants (participant-moderated focus group). The so-called two-way focus group is a special form of focus group. In this form of focus group, two separate groups discuss the topic at different times. While one group conducts its discussion, the other group observes this discussion. The group that observed the first group discussion then conducts their own conversation. The second group can use the insights gained from observing the first discussion to delve deeper into the topic.

Duration of a discussion within a focus group

The length of a focus group can vary enormously depending on the research subject and the number of participating discussants. There is no “general rule” here. It always depends on what the moderator can “get” out of the participants and motivate them. However, it often turns out that after about 2 to 2 1/2 hours the air is gone! As a rule of thumb, a focus group session should last around 90 to 120 minutes. However, moderators can also clearly limit the time beforehand, for example to 60 minutes. This can motivate the participants in a focus group to discuss more actively, as no time should be wasted. However, this also increases the pressure on the participants.

For online focus groups, we recommend a duration of 60-90 minutes, as participant motivation and activity levels usually decrease after this period of time.

Conduct an online focus group

Focus groups are moderated group discussions on a clearly defined topic, for example in the area of ​​product development. Here, for example, there is a discussion about which functions a product must have in order for it to be well received by customers. Online focus groups are discussion groups that take place purely virtually, for example in a chat, video or online conferencing room. With its online community platform, QuestionPro has tools for creating an online focus group discussion.

The role of moderators in the focus group

Of course, a focus group needs someone to moderate it - regardless of whether it is traditional or online. The type of moderation of a focus group can be distinguished as follows.

Moderators as observers

In this type, the moderator is completely unknown to the focus group participants. This way of conducting a focus group discussion gives participants more freedom to speak because they believe they are not being watched or judged.

Moderators as open participants

In this type of focus group, the moderator of the focus group or the people in the sample undergoing the study are known. In this type of study, the moderator's end goal is known to everyone. In this case, the moderator can play an active role in the discussion. However, it is preferable if the suggestions given are limited so that they do not influence the research outcome or cause the group to have a particular bias.

Moderators as participant observers

In this type of focus group, the moderator allows the focus group participants to do their own thing and participates in the discussion. Although participants engage in a full discussion with the observer, they know that the observer is also a researcher. However, in this case the moderator is a family member or close friend and that does not deter participants from discussing it.

Moderators as full, hidden participants

This focus group method is used when deep insights into the research topic are required. In this case, the researcher is fully synchronized with the participants. The discussions are free-flowing, there are no taboos and the researcher is lively in the discussion. In this type of research, participants do not know who is moderating the focus group.

Steps to implement
a focus group discussion

STEP1: Define the agenda of your (online) focus group

Do you have a clear agenda for the focus group? What is the goal of your focus group discussion? Where and how should the discussion take place? The answers to these questions must be clearly defined before selecting your participants. If you want to conduct a focus group online, i.e. virtually, you need a community tool that includes appropriate functions, such as chat, video or conferencing features.

STEP 2: Definition of the specific question

Define the specific questions you want to ask your focus group participants. It is crucial that the questions are formulated in such a way that lively discussions can arise from them. So keep the questions as open as possible and use simple and understandable language and do not scare participants away by using “technical jargon”.

STEP 3: Select participants for your focus group

The selection of participants for your focus group is particularly important because all participants should have a strong affinity for the topic of discussion. If it is about improving products, for example, the participants in the focus group should actually know this product and have an interest in improving it for their own benefit.

STEP 4: Create a specific schedule for your focus group discussion

If possible, plan the conduct of your focus group very carefully. The time, manner of implementation, selection of tools and duration must be determined in advance and communicated to all participants. Only if you have a clear schedule and agenda can you ensure that the focus group discussion runs smoothly.

STEP 5: Implementation and documentation

The moderator presents the topics and encourages the participants to let their thoughts flow. Make sure that the discussion and the results are documented accordingly so that you can actually use the content at the end. For example, you can record video or online conferencing settings and describe the most important content and evaluate it using semantic text analysis. In advance of online focus groups, it is also important to plan time for a technology check with the participants. This can be done at the beginning of the group discussion or in advance.

Find participants for one
Online focus group

QuestionPro has an online panel database that has been built and maintained over many years with several hundred thousand survey participants, segmentable according to all possible characteristics such as place of residence, age, gender, origin, degree, income, employment, preferences and an unimaginable number of other criteria. Once the selection has been made, the participants are easily invited to your focus group discussion using the email management tool integrated into QuestionPro - basically at the push of a button.

The main advantages
an online focus group

  • A group discussion as part of an online focus group can take place regardless of the location.
  • Conducting online focus group discussions are significantly more cost-effective.
  • Conducting a discussion as part of an online focus group saves a huge amount of time.
  • Recruiting participants for a focus group is much easier and is not tied to specific regions.
  • Online focus groups offer a higher degree of anonymity and are therefore more suitable for sensitive topics than traditional focus groups.
  • Virtual focus group discussions are easy to document.
  • Chats can be evaluated in online focus groups using text analysis
  • Online focus groups can also be represented in the form of a forum discussion, i.e. with a time delay and not in real time.

Software and tools for conducting an online focus group

In order to be able to represent a discussion as part of a focus group completely virtually, you need the appropriate tools and software. The QuestionPro market research community offers you all the tools to conduct a lively focus group discussion. For example, use the integrated event planner, integrate video conferences and chat rooms and use the idea board. We would be happy to show you how you can easily conduct online focus groups with the QuestionPro market research community in a 1:1 live online presentation. Make an appointment now for a live demo with one of our community and focus group specialists!


1:1 live online presentation:
Focus groups: Conduct focus group discussions with QuestionPro's market research community

In a 1:1 live online presentation, we will show you how you can use QuestionPro to conduct focus group discussions quickly, easily and cost-effectively. Arrange an individual appointment.


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Online focus group | Market research | Community | importance | steps

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