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Moving your focus groups online:
rich qual insights via asynchronous
online communities
Webinar sponsored by Further
Dr Marie-Claude Gervais & Dr John Whittle
Webinar, 22 July 2020
© 2020 Further. go-further.co
Moving your focus groups online:
rich qual insights via asynchronous online communities
© 2020 Further. go-further.co3 go-further.co
Dr Marie-Claude
Gervais
____________________________________
Research Director
Dr John Whittle
____________________________________
Associate Director
© 2020 Further. go-further.co
Why did you want to use focus groups?
4
Sample opinions quickly
& economically
Group dynamics Observing non-verbal
behaviour
© 2020 Further. go-further.co
Time dimension
Individual
verbal and
non-verbal
What you gain from online communities
5
Group
dynamics
Context
Time
© 2020 Further. go-further.co
Asynchronous
communities
Focus
groups
Offline focus groups and online communities
•Participants answer set questions and
activities over time
•Deeper consideration by all
•Control over confidentiality / privacy
•Lower costs: no venue hire or
transcription fees
•Stimuli and responses can both use
multimedia
•Segmentation at the point of task
allocation and analysis
•Face-to-face and synchronous
•Participants think and answer in the moment:
spontaneous answers
•An average of about 10 minutes of data per
person per group
•Danger of dominant responses and passive
contributors
•Some questions remaining unanswered
© 2020 Further. go-further.co7
Basic tenets
1 2
5 6
The flow Time & space
Bring the noise! Specify!
3 4
7
Creative freedom Output or put out?
Two steps ahead
© 2020 Further. go-further.co
1. The flow
Tuckman’s Stages of
Group Development
© 2020 Further. go-further.co9
2. Time & space
You have more time and space… so do your participants
1.
Greater reflection and
reaction to ideas and
experiences
2.
Sharing experiences as
they happen over time
3.
Tasks which you might
normally hesitate to ask
in person / a focus
group
© 2020 Further. go-further.co
2. Time & space
10
© 2020 Further. go-further.co11
3. Creative freedom
1.
Move past simple (or
boring!) questions
2.
What is the ideal type of
data to answer your
insight objective?
3.
Leverage the power of
your platform
4.
Participants can express
themselves on their own
terms
© 2020 Further. go-further.co12
4. Output or put out?
1.
So much data!
2.
Start with the
end in mind
3.
Know your platform;
ask suppliers for help
4.
Use design and
optimisation services
© 2020 Further. go-further.co13
5. Bring the noise!
Answer:
Capture and
hold attention
through activities
Distractions
1. Reach people
on their turf
2. Closer to
emotional
experience
Think about your
audience, TOV and
objectives
Empower where you
need to
Use formatting tools to
highlight key instructions
Key:
Your activity is
providing the opening
part of your
conversation.
Tip:
Use welcome videos or
visual stimulus to
introduce you and your
team
© 2020 Further. go-further.co14
6. Specify!
Keep it simple. Keep it basic. Keep it clear.
Intent behind
question
Client
objective
Details Direction
© 2020 Further. go-further.co15
7. Two steps ahead
More structure
≠
less exploration
Good platforms allow
follow-up to continue
the conversation
Leave space for a
‘surprise’ activity
Co-ordinate for
reflection, creation
and iteration
Further’s model
Explore
Evaluate
Create
A project can use multiple
phases and testing types
© 2020 Further. go-further.co16
The golden triangle
The
perfect
activity
Does it generate an output
that is easy for me and my
team to use?
Is it creative / fun /
engaging / easy for
participants?
Does it achieve the
desired insight objective?
© 2020 Further. go-further.co17
Activity demonstration
© 2020 Further. go-further.co18
Activity demonstration
© 2020 Further. go-further.co19
Activity demonstration
© 2020 Further. go-further.co
Further tips
20
… for practice … for materials … for every brief
Support is on hand…
© 2019 Further. go-further.co
Visit our website at: go-further.co
+44 (0) 20 3515 3301
© 2019 Further. Further is a division of Youmeus Limited.
Q & A
Ray Poynter
NewMR
Dr Marie-Claude
Gervais
____________________________________
Research Director, Further
Dr John Whittle
____________________________________
Associate Director, Further

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Moving your focus groups online: rich qual insights via asynchronous online communities

  • 1. Moving your focus groups online: rich qual insights via asynchronous online communities Webinar sponsored by Further Dr Marie-Claude Gervais & Dr John Whittle Webinar, 22 July 2020
  • 2. © 2020 Further. go-further.co Moving your focus groups online: rich qual insights via asynchronous online communities
  • 3. © 2020 Further. go-further.co3 go-further.co Dr Marie-Claude Gervais ____________________________________ Research Director Dr John Whittle ____________________________________ Associate Director
  • 4. © 2020 Further. go-further.co Why did you want to use focus groups? 4 Sample opinions quickly & economically Group dynamics Observing non-verbal behaviour
  • 5. © 2020 Further. go-further.co Time dimension Individual verbal and non-verbal What you gain from online communities 5 Group dynamics Context Time
  • 6. © 2020 Further. go-further.co Asynchronous communities Focus groups Offline focus groups and online communities •Participants answer set questions and activities over time •Deeper consideration by all •Control over confidentiality / privacy •Lower costs: no venue hire or transcription fees •Stimuli and responses can both use multimedia •Segmentation at the point of task allocation and analysis •Face-to-face and synchronous •Participants think and answer in the moment: spontaneous answers •An average of about 10 minutes of data per person per group •Danger of dominant responses and passive contributors •Some questions remaining unanswered
  • 7. © 2020 Further. go-further.co7 Basic tenets 1 2 5 6 The flow Time & space Bring the noise! Specify! 3 4 7 Creative freedom Output or put out? Two steps ahead
  • 8. © 2020 Further. go-further.co 1. The flow Tuckman’s Stages of Group Development
  • 9. © 2020 Further. go-further.co9 2. Time & space You have more time and space… so do your participants 1. Greater reflection and reaction to ideas and experiences 2. Sharing experiences as they happen over time 3. Tasks which you might normally hesitate to ask in person / a focus group
  • 10. © 2020 Further. go-further.co 2. Time & space 10
  • 11. © 2020 Further. go-further.co11 3. Creative freedom 1. Move past simple (or boring!) questions 2. What is the ideal type of data to answer your insight objective? 3. Leverage the power of your platform 4. Participants can express themselves on their own terms
  • 12. © 2020 Further. go-further.co12 4. Output or put out? 1. So much data! 2. Start with the end in mind 3. Know your platform; ask suppliers for help 4. Use design and optimisation services
  • 13. © 2020 Further. go-further.co13 5. Bring the noise! Answer: Capture and hold attention through activities Distractions 1. Reach people on their turf 2. Closer to emotional experience Think about your audience, TOV and objectives Empower where you need to Use formatting tools to highlight key instructions Key: Your activity is providing the opening part of your conversation. Tip: Use welcome videos or visual stimulus to introduce you and your team
  • 14. © 2020 Further. go-further.co14 6. Specify! Keep it simple. Keep it basic. Keep it clear. Intent behind question Client objective Details Direction
  • 15. © 2020 Further. go-further.co15 7. Two steps ahead More structure ≠ less exploration Good platforms allow follow-up to continue the conversation Leave space for a ‘surprise’ activity Co-ordinate for reflection, creation and iteration Further’s model Explore Evaluate Create A project can use multiple phases and testing types
  • 16. © 2020 Further. go-further.co16 The golden triangle The perfect activity Does it generate an output that is easy for me and my team to use? Is it creative / fun / engaging / easy for participants? Does it achieve the desired insight objective?
  • 17. © 2020 Further. go-further.co17 Activity demonstration
  • 18. © 2020 Further. go-further.co18 Activity demonstration
  • 19. © 2020 Further. go-further.co19 Activity demonstration
  • 20. © 2020 Further. go-further.co Further tips 20 … for practice … for materials … for every brief Support is on hand…
  • 21. © 2019 Further. go-further.co Visit our website at: go-further.co +44 (0) 20 3515 3301 © 2019 Further. Further is a division of Youmeus Limited.
  • 22. Q & A Ray Poynter NewMR Dr Marie-Claude Gervais ____________________________________ Research Director, Further Dr John Whittle ____________________________________ Associate Director, Further