Unravelling the mysteries of online focus groups

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QualitativeMindLearning transforms who we are and what we do

QualitativeMind, from Genesis Consulting Joanna Chrzanowska FMRS

Unravelling the Mysteries of Online Focus Groups

Listening Social Media

Immersive research

BBFG

OLFGCo-creation Crowdsourcing etc.

Multi - method

Netnography

MROCS

‘Listening’ to social media

How do they work?


What do they look like?

Recruit & invite

Design and loadInteractivediscussion guide

Conduct group via text (usually) and whiteboard exercises

Instant transcript and whiteboard images

Observers view remotely and can communicate with moderator

=

Parallels between in person and online groups

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A chat based platform with a whiteboard

Many types of visual exercises are possible but need to be managed differently

Whiteboards are v important


LEFT

LanguageLogicLinearityAnalysisWords of a song

CHAT STREAM

RIGHT

Form & patternImagesImaginationConnectionsTune of a song

WHITEBOARD EX

Balanced evaluation, more engagement

Whiteboard provides flexible space for creative exercises

Respondent chat box allows for group or individual questions

Observer chat box to discuss what’s going on and message moderator

Multiple languages are supported

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Allow interactive exercises, probing, projectivesmark up stimulus, show videos, etc

VisionsLive

KwaliToolsThe Click Room

A range of interfaces but similar tools


What does it mean for respondents?

Good, its raining and I don’t have to go anywhere

I have all my stuff around

me

No one can see my bad

hair day

I’ll be able to check my

emails

We all seem to be pretty equal here


What does it mean for respondents?

That picture is a bit small on my

laptop

What Martin says makes sense but I am not sure I can

trust him

Can’t type fast enough

to say everything

I’d like to ask Jim what he thinks

but I don’t get a chance

At last, something

different to do

What does it mean for moderators?

• Responses come in out of sequence• Fast typists have an advantage• Probing takes longer• You cover less ground in the time• Chat history often moves out of sight• Moderator has less sense of individual

differences• Less spontaneous interaction between

respondents – they are busy typing responses simultaneously

• If you have webcams or an audio conference you may have more technical problems and you won’t get an instant transcript

• Bulletin Boards offer people have more time and opportunity to express themselves and interact.

Moderator

R

R

R

R

R

It’s more like serial interviewing


Some concepts for thinking about online

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Online disinhibition effect• People feel relatively

anonymous online, so don’t – take responsibility– See indifference or

disapproval– Feel there is authority– Get immediate feedback

People are more candid and revealing online, but like alcohol, disinhibition can also lead to unrealistic statements & claims

Emotional Contagion


Emotional contagion is the tendency to catch and feel

emotions that are similar to and influenced by those of others.

People tend to mimic the facial , vocal expressions, postures, and instrumental behaviours of those around them, (mirror neurones)

and “catch” others' emotions as a consequence of such feedback.

Empathy is the capability to share and understand another’s emotion

and feelings. It is often characterized as the ability to “put oneself into another’s shoes,” or in

some way experience what the other person is feeling.


What do you gain by doing groups and depths online?

Faster, cheaper?

It depends. Recruitment and incentive time and costsNo travel time or costsNo viewing facilities but cost of platformFor text based groups type the discussion guide out in full

Better reach?

Definitely yes - respondents can be all over the country, continent or world.

Broader geographic reach, and hard to reach groups.



Instant transcript – if it’s a chat group, and screen shots of the whiteboard exercises

So TIME……..



Respondent comfort?

It depends. They are in their own environment which is helpful.They may also be distracted by that environment.

Greater candour?

Anonymity and online disinhibition effect means that people feel less judged and watched by others and may open up more. (However online disinhibition is not always a good thing)


What do you lose by doing groups and depths online?

Non verbals and paralinguistics

By watching and hearing others we get emotional contagion – we can start to feel how they feel. It’s the basis of empathy. We can see the words they write, but its harder to fully appreciate the feelings.

Group DynamicsThere is less time and opportunity for the group to interact between themselves, so it is more like serial interviewing. (Sometimes this is sold as a benefit in that you don’t have to deal with dominant respondents).

Although, you can get the group to co-operate on tasks and respond to each other if you use techniques on the whiteboard.


What do you lose by doing groups and depths online?

Ability to do extended groupsIf you are doing synchronous, chat based groups everyone has to type their answers which takes longer than speaking. (And he who types fastest says the most.) Its harder to keep the energy going.(However bulletin board groups make up for this)

Low tech approach

Don’t underestimate the amount of technical support you may need. Check broadband speeds, browsers, webcams, etc.

Online– key benefits

1. Less groupthink, chance of domination2. Spontaneously expressed reactions3. Even out social inequalities (chat has no accent)4. Anonymity for sensitive topics (not seen)5. Convenience and psychological safety of home /office6. Client observers can send private notes7. Instant transcript8. Easy to use for international work9. Appropriate for products & services bought online10. Most business people are comfortable in an online

environment

Online for Qual ‘lite’Predefined topics as full guide uploaded beforehand

Less individual probing; group dynamics minimised

More structured, harder to free flow

Depth interviews more like in-person

In Person for in DepthMuch more flexible in terms of guide and techniques

Responding to participant dynamics and emotional states, visceral reactions

Context, tonal values

Observations of group dynamics, push respondents further

Researcher impressions are included in the analysis

In person vs. online


How do you want your intuition and emotion?

“ I was annoyed because I felt the salesman wasn’t being entirely honest with me.”In what way, annoyed?“I think he thought I would be an easy mark, he was taking me for a fool, thought he could get away with it.”So what was going on for you at the time?“I just thought ‘ I am not going to let you win’”So it was some sort of a personal challenge……

You are looking unsure…I sense you have some

reservations about this?

DiariesPhotos

Find a metaphor

Tasks or visits

Deprivation or behaviour alteration

Interviews /films

CollageCreate more awareness,

for richer discussion.

Both types benefit from pre-tasks to increase awareness


QualitativeMindLearning transforms who we are and what we do

QualitativeMind, from Genesis Consulting Joanna Chrzanowska FMRS

Unravelling the mysteries of online focus groups

Business

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