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.
Great run down on what an online focus group does! Unfortunately, some people take it as an opportunity to hurl a bunch of insults and flex their own mental "prowess" as opposed to contributing to a relevant discussion about a product or issue. At the end of the day, it comes down to the team that is conducting the online focus group. If it lacks organization and structure then the focus group will not yield relevant data. A friend of mine is a business owner and he tried getting an online focus group together through a 3rd party organization. Unfortunately, this group did not do well to prepare for the discussion or moderate it in any way. Inevitably, the focus group turned into a shouting match and nothing was achieved. A few weeks later, he was put into contact with a company named SQM. They specialize in mystery shopping programs, as well as market research, including the facilitation of online focus groups. You can check out what they do here: http://goo.gl/79Hqgg
ReplyDeleteUnlike the previous company, SQM conducted a structured and productive online focus group for my friend and his business. He was able to gain a wealth of data that has since contributed to the prosperity of his business. So the moral of the story, dont just get anyone to conduct a online focus group. Find a company that is going to take it as serious as you!
Cheers,
D.
Indeed, some marketing companies do use online focus groups. Eg:
ReplyDeletehttp://sqm.ca/index.php/en/programs-and-services/market-research/online-focus-groups.html