This document provides an overview of online focus groups and recommendations for conducting them. It discusses using either asynchronous discussion boards through Ning or synchronous group chats using Adobe Connect. Key recommendations include keeping the groups small, having clear instructions, monitoring discussions, summarizing responses, and using multiple moderators for technology support. The goals are to create a welcoming environment, personalize the experience for participants, and keep the technology and layout simple.

1. UMN Research Group:
with Mary Anne Casey, Sally Dinsmore, David Ernst,
Jim Hatten, Richard Krueger, Michael Lee, Caryn
Lindsay, Alison Link, Nance Longley, Mary Catherine
O'Brien, Patrick O'Leary, Alfonso Sintjago

2. Why/how is this a focus group?
○ A small, homogenous group of information-rich
participants
○ Involved in a focused discussion (in-person,
online, or over the phone)
○ In a non-threatening environment
○ Guided by a skilled moderator
○ Using systematic and verifiable analysis

3. The Technology
"Time-Space Continuum"

4. a Multi-Purpose Asynchronous Environment

5. Overview

6. Key Logistics
● Test it! Before Going Live
● Every Discussion May Take A Day or More
● 2 to 3 Moderators Are Needed
● Basic Tech Support Is Recommended

7. Key Features

8. Affordability

9. Works Well with A Poor
Internet Connection

11. Threaded Discussion Board
Feature Must be Activated Its Benefit!

12. Chat Feature (Present in Every Page)

13. Relevance of Visual Appeal

14. Collecting Data
Flickr Image - CC BY-SA 2.0 – by letmehearyousaydeskomdeskom

15. Important Steps for Moderators
1. Require participants to create an account.
2. Give clear instructions on how to navigate the site.
3. Answer questions via internal messaging or email.
4. Monitor participants' answers, and encourage them to
respond to each other’s comments.
5. Summarize responses with a post at the end of each
day through a short list of bullet points.

16. We Hope You Enjoy Using Ning!

17. Ning Demonstration
● Log into focusgroupmesi.ning.com
● 15 groups - Username and Password provided
● Visit discussion forum and answer...
● What is one of your favorite online shopping
sites?
● We will encourage you to use the chat room
for side conversations.
● Any Questions?

18. Sign in to - focusgroupMESI.ning.com

19. Adobe Connect
a Multi-Purpose Synchronous Environment

20. Overview
● Synchronous (Real-time)
● Feature-rich, multimedia options
● Already popular with organizations for
trainings, webinars, etc.
Website: http://www.adobe.com/products/adobeconnect.html
Price: $55 / month / host
Recommended: 2 hosts
Free for UMN employees (http://umconnect.umn.edu)

21. Sample
<embed video clip of most impressive part!>

22. Welcome Room

23. Text Chat Room

24. Voice Chat & Whiteboard Room

25. Voice & Video Chat Room

26. Cooldown Room

27. Adobe Connect Demonstration
http://umconnect.umn.edu/mesidemo2012

28. Take-Aways for Synchronous Groups
● Have 2-3 moderators
○ Talk-moderator
○ Tech-moderator
● Hardware:
○ headphones (mandatory)
○ plugged into ethernet (if possible)
● Teach the tech - before and during
● Build in redundancy
● Anticipate glitches and model patience for
your participants (i.e. Stay cool!)

29. Lessons Learned

30. Lessons Learned

31. Environment
● Make it welcoming
○ friendly feeling
○ welcome video
● Personalize it
○ profile pictures, avatars
○ let people display their "personhood"
● Pay attention to layout and design
○ simple! simple! simple!

32. Participants
● Keep the group small (4-5)
● Know your audience
- Busy lives
- Tech skills
- Tech availability
● Consider how you recruit
○ Furnish the right incentives (to keep them coming
back!)

33. Technology
● Keep the tools simple
● Stay behind the curve
● Keep the technology support "quiet"
○ Be unobtrusive
(don't interrupt the conversation)
○ Be proactive
(teach the technology, practice session, have a
back-up plan)

34. Moderator
● Establish rules of engagement
● Be socially present
● Have multiple moderators
● Be prepared to manage interactions

35. http://z.umn.edu/onlinefocusgroups