“The reports of my death are greatly exaggerated,” may have been words originated by Mark Twain (Samuel Clemens), but they also seem fitting for focus groups. Of course, focus groups are not dead—they just have more competition these days (largely thanks to booming interest in various online qualitative research methods).
As online qual continues to get hotter,
Focus groups continue to be a tried and true method to gain valuable insights about customer attitudes, behaviors and perceptions—the difference is in how we moderate these groups. Today’s focus groups can be in-person or online. While both methods are effective, moderating them really is different. So if you are planning to try your hand at moderating online, here are a few things to know about the differences:
1. You can have a buddy! Online focus groups can have more than one moderator.
It is rare to see two moderators in an in-person group, primarily because of cost and group dynamics—but in an online group, it’s possible. Sure, you still have to pay the second moderator for their time but you eliminate travel time and costs.
Why have two moderators? One person can be the lead while the other follows up to probe individual participants, without detracting from the group’s flow. Some platforms make this easy to do by allowing both group and private chats.
You need to have strategies that help you to respond and drive towards a deeper reveal. A second moderator is one such strategy. Another is to have your participant list handy so you can “rotate” your follow-ups (if you just “wing it”, you will accidentally under-utilize some participants).
3. You are the star. You have to be ready for have to be extra-engaging in an online focus group (channel your inner Duane Johnson or Jennifer Lawrence).
Keeping the energy and participation up in any online conversation can be hard and online focus groups are no different. Participants can be easily distracted by their phones, pets, kids, etc.—distractions that you didn’t have to deal with in traditional, in-person groups. Also, while many people may feel more comfortable with the anonymity of an online group, others may withdraw without the eye contact (feedback) of the moderator and other participants.
Be prepared to be “on.” Your energy keeps the group going. To keep your energy high throughout the event’s duration (which is often 90 minutes but sometimes 2 hours), make sure your discussion guide includes exercises and interactions that give the participants creative opportunities and gives you a chance to digest and resurge. Nothing zaps the moderator’s energy more than running a basic “Q&A” group.
Hopefully these examples of basic differences between moderating in-person and online focus groups will help you plan for your a successful online event. If you want to take a deeper dive, check out the book Qual-Online: The Essential Guide by Susan Abbott and Research Rockstar instructor, Jennifer Dale who teaches Online Moderation Theory & Practice.
For more great tips on managing focus groups (both online and in-person) check out our free video: Tips for Amazing Focus Groups.
