Unravelling the mysteries of online focus groups

QualitativeMind
Learning transforms who we are
and what we do

QualitativeMind,
from Genesis Consulting © www.qualitativemind.com
Joanna Chrzanowska FMRS

Unravelling the Mysteries of Online
Focus Groups

‘Listening’ to
Listening Social
social media Media

Immersive Netnography
research

BBFG

MROCS
Multi -
method

OLFG
Co-creation
Crowdsourcing etc.

What do they look like?

How do they work?

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Parallels between in person and online groups

=

Design and load Conduct group Instant
Recruit
Interactive via text (usually) and transcript and
& invite
discussion guide whiteboard exercises whiteboard images

Observers view remotely and
can communicate with moderator

A chat based platform with a whiteboard

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

6

Whiteboards are v important
LEFT RIGHT

Language Form & pattern
Logic Images
Linearity Imagination
Analysis Connections
Words of a song Tune of a song

CHAT STREAM WHITEBOARD EX

Balanced evaluation, more engagement


Multiple languages are supported

Whiteboard
provides
flexible space
for creative
exercises

Observer chat box
to discuss what’s
Respondent chat
going on and
box allows for
message
group or individual
moderator
questions

A range of interfaces but similar tools
Allow interactive
exercises, probing,
projectives
mark up stimulus,
show videos, etc
VisionsLive

The Click Room
KwaliTools 9

What does it mean for respondents?
No one can
I have all my see my bad
stuff around hair day
me

I’ll be able to
check my
emails

Good, its raining We all seem
and I don’t have to be pretty
to go anywhere equal here


What does it mean for respondents?
Can’t type
What Martin says fast enough
makes sense but I to say
am not sure I can everything
trust him

I’d like to ask Jim
what he thinks
but I don’t get a
chance

That picture is a At last,
bit small on my something
laptop different to do


What does it mean for moderators?
• Responses come in out of sequence
• Fast typists have an advantage
• Probing takes longer Moderator
• You cover less ground in the time
• Chat history often moves out of sight
• Moderator has less sense of individual
differences R R
• Less spontaneous interaction between
respondents – they are busy typing responses
simultaneously R R

• If you have webcams or an audio conference R
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. It’s more like serial interviewing

Some concepts for thinking about online


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

14

Emotional Contagion

Emotional contagion is the
tendency to catch and feel Empathy is the capability to share
emotions that are similar to and and understand another’s emotion
influenced by those of others. and feelings. It is often
People tend to mimic the facial , characterized as the ability to “put
vocal expressions, postures, and oneself into another’s shoes,” or in
instrumental behaviours of those some way experience what the
around them, (mirror neurones) other person is feeling.
and “catch” others' emotions as a
consequence of such feedback.


What do you Faster, cheaper?

gain by doing It depends.
Recruitment and incentive time and costs
groups and No travel time or costs
No viewing facilities but cost of platform
depths online? For 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.


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……..


What do you Respondent comfort?

gain by doing It depends.
They are in their own environment which
groups and is helpful.
They may also be distracted by that
depths online? 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 Non verbals and paralinguistics

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

Group Dynamics
There 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 Ability to do extended groups
If you are doing synchronous, chat based
lose by doing groups everyone has to type their answers
which takes longer than speaking. (And he
groups and who types fastest says the most.) Its
depths online? 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 domination
2. Spontaneously expressed reactions
3. Even out social inequalities (chat has no accent)
4. Anonymity for sensitive topics (not seen)
5. Convenience and psychological safety of home /office
6. Client observers can send private notes
7. Instant transcript
8. Easy to use for international work
9. Appropriate for products & services bought online
10. Most business people are comfortable in an online
environment

In person vs. online

In Person for in Depth Online for Qual ‘lite’
Much more flexible in terms of guide Predefined topics as full guide
and techniques uploaded beforehand
Responding to participant dynamics Less individual probing; group
and emotional states, visceral dynamics minimised
reactions
More structured, harder to free flow
Context, tonal values
Depth interviews more like in-person
Observations of group dynamics,
push respondents further
Researcher impressions are included
in the analysis

How do you want your intuition
and emotion?
“ I was annoyed because I felt the
You are looking unsure…
salesman wasn’t being entirely honest
I sense you have some
with me.”
reservations about this?
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……


Both types benefit from pre-tasks to
increase awareness

Diaries Interviews /films
Photos

Create more awareness,
for richer discussion. Collage

Tasks or visits

Deprivation or
behaviour alteration
Find a metaphor

Unravelling the mysteries of online focus groups

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