Online Focus Groups – An Advanced Approach to Gathering of Information

Qualitative methods of research as adopted by the research scholars to gather information greatly vary. This is because the research participants come from different backgrounds and choose the method according to what they actually need for their research work. Previously, the research scholars from diverse ethnic and cultural backgrounds were asked to meet at a common venue. They were encouraged to talk about a certain topic, idea, product, person or service and guided by a facilitator throughout the discussion. 

These days, such an idea has become almost obsolete. Advancement in technology has enabled the individuals to exchange their ideas, participate into group discussion without going out. Several portals are available on the internet to facilitate such kind of meeting. Online web cam or several chat applications on Yahoo, Skype, Google etc allow every member of the selected online focus groups to discuss about or argue on a particular subject matter or seek suggestions on a particular topic. What they are required to do is to switch on their computer or smartphone and participate into chatting through a designated chat room they are a member of. 

There are several smart ways to share views and thoughts among themselves and also with the facilitator. One most popular method is to assign the message or online bulletin to the group. It can remind you of online forum. However, there are two major differences not to overlook that online focus groups have limited number of participants and the subject matters of discussions are more controlled. 

Online discussion is no less effective than what the researchers could gather from the old model of knowledge sharing at a certain place of meeting. Online environment is a virtual model that imitates the style of face-to-face meeting without requiring anybody to meet at a common place. The members are allowed to ask questions and discuss on a topic pertaining to the ambit of their research work at the comfort of their home. Usually, these group discussions are extended to or go on the most popular social networking sites like Facebook, Twitter etc. It benefits the members of the research groups as they can get more varied reactions on these social media platforms. 

It is possible to use the social networking sites as a public bulletin, especially when a certain topic gets much popular, thereby inviting others to put their view about it. Some choose to argue whereas others just describe their viewpoint. Inputs and arguments as put forwarded by the public have a significant effect on the discussion, decision and opinion of the focus groups regarding a certain topic.

Understanding Online Focus Groups

There are variations in methodical approach towards qualitative research as the researchers come from different backgrounds. The methods they adopt depend on what they actually require to gather information.

Previously, the most popular method for research purpose was to form a group. The group members were usually from diverse ethical and cultural backgrounds which worked as a motivating factor for the participants to converse about a particular subject or a social issue. They used to swap their views regarding a theme or a product or a trend, thereby enriching their knowledge. They used to meet at a common venue and had a facilitator to guide them throughout the discussion and argument over a certain issue.

Nowadays, with advancement in technology, these meeting can be usually conducted through internet, thereby relieving the participants from adjusting time and meeting at a certain place. You can be a member of an online focus group via a webcam and through Yahoo, Skype and Google Chat etc. As a member of the focus group, you are just required to turn on your computer or smartphone, come online and enter the particular chat room. There are multiple ways that allow the participants to share their views among themselves and forward the same towards the facilitator. The most popular method of sharing views is to use an online bulletin assigned to the particular group he/she is a member of. It is like the group forum, however, the difference is there are a few participants and the subject matter of discussion is more controlled.

Online focus group is sort of face-to-face discussion which was most common in the past. Members are allowed to ask questions and argue over a certain issue pertaining to their studies within the comfort of their home. Sometimes, group discussions are extended to the most popular social networking sites like Facebook, Twitter etc. and help the researchers get different reactions from the participants.

Social networking sites, if intelligently used, can be a very good public bulletin. This is because, a certain theme might invite attention of most of the users and they will feel encouraged to comment on it. They might put in their argument or demonstrate why they agree or not to a certain view. They can share their opinions regarding a certain issue or topic with others in their group. This helps the researchers to feel the pulse of the common public and understand their view regarding certain topics.