unravelling the mysteries of online focus groups
DESCRIPTION
A guide to using online focus groups, for those who still aren't sure what to expectTRANSCRIPT
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QualitativeMindLearning transforms who we are and what we do
QualitativeMind, from Genesis Consulting Joanna Chrzanowska FMRS
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Unravelling the Mysteries of Online Focus Groups
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Listening Social Media
Immersive research
BBFG
OLFGCo-creation Crowdsourcing etc.
Multi - method
Netnography
MROCS
‘Listening’ to social media
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How do they work?
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What do they look like?
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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
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Whiteboards are v important
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LEFT
LanguageLogicLinearityAnalysisWords of a song
CHAT STREAM
RIGHT
Form & patternImagesImaginationConnectionsTune of a song
WHITEBOARD EX
Balanced evaluation, more engagement
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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
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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
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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
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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
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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
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Emotional Contagion
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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.
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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.
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What do you gain by doing groups and depths online?
Instant transcript – if it’s a chat group, and screen shots of the whiteboard exercises
So TIME……..
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What do you gain by doing groups and depths online?
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)
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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.
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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.
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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
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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
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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?
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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
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© www.qualitativemind.com
QualitativeMindLearning transforms who we are and what we do
QualitativeMind, from Genesis Consulting Joanna Chrzanowska FMRS