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The Essential Guided Tour to the Universe of

Online Qualitative Research

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Planet OFG

Online Focus Group(Sometimes OLFG or VFG)

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Recruit & invite

Meet inWaiting room

Design interactive

DG

Conduct group via txt and exercises

Instant transcript

Synchronous

Observers

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Different types of platforms

Allow interactive exercises, probing, projectivesmark up stimulus, show videos, etc

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Lets see a couple

https://play.itracks.com/media/FlashDemos/OLFG/demo.html

http://client.visionslive.com/demos/videos/full/

www.theclickroom.com

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Techniques for OFGs

• Prepare most Qs beforehand to save typing• Turn Qs into interactive exercises• Incorporate images and props• Give examples• Explore experiences step by step

Image from www.pluggedinco.com

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10 reasons to use OFGs

1. Less groupthink, chance of domination2. Spontaneously expressed reactions3. Even out social inequalities (chat has no accent)4. Anonymity for sensitive topics (not seen)5. Convenience and psychological safety of home /office6. Client observers can send private notes7. Instant transcript8. Green & unaffected by volcanoes9. Appropriate for products & services bought online10.The ideal medium for teenagers

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When not to use OFGs

• If sample not online, uncomfortable online or identities unclear

• If possible technical problems

• If you want live group dynamics and social interaction

• If study is highly confidential

• If you need physical testing (can be combined)

• If you want to know why they don’t do something online!

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Drawbacks of OFGs

• Chat groups cover approx 1/3 less as typing takes longer• Better typists have an advantage• Responses come in out of sequence• Probing takes longer• Some respondents don’t fully master the tools• Moderator has less sense of individual differences• Less spontaneous interaction between respondents• Not sure if you have their attention all the time

BUT Many of these are addressed by asynchronous formats where people

have more time and opportunity to express themselves and interact.

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Don’t forget to choose your day and time for your OFG

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International OnlineQualitative Research

Robin Shukerrobin@biaresearch.co.uk

BiA Research

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International Experience

• Online research consultancy established in 2005 – focus on UK retail brands.

• Pioneered online focus groups and evolved international methodology.

• Multilingual team co-ordinated from London with extensive networks in local markets – Any language and Any country

• Robust 3rd party technical platforms and panel partners - we choose the best for each particular project – over 300 groups– using ebox, n qual, itracks. Visionslive– Make sure the supplier you work with is technically robust – speak

to some of their clients

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Digital is the international language of choice for today’s consumers.

Our approach uses online communication to create conversations with

people that are more honest and open than traditional research methods,

leading to greater insight and more cost effective solutions.

We also recognise research must be totally inclusive and we utilise

traditional f2f methodologies as required(e.g.recruitment)

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Our Perspective

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Your perspective

Challenges in conducting international Qual - OFFLINE Language Sourcing international partners and briefing Sample recruitment Consistency in method and interpretation Managing the process, knowledge sharing between markets Cost of client viewing/communication Timescales

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Key benefits International OFGs

• Overcome cultural differences in communication• Greater levels of participation in developing markets • English discussion guide to ensure consistency• Client observers from different locations can view• Instant transcript for rapid translations (if required)• Massive reduction in travel costs and timeline• The ideal medium for those with broadband of all ages

• Bulletin boards for over 65’s

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In practice – lessons learnt • Use research networks to recruit local qualitative researchers

(offline)• Sector experience more important than online experience• Select moderator fluent in English and keen to get into online

groups • Select software partners with robust and proven platform

– Consider server location and broadband speed in local market.

• Evaluate online panel recruitment v local recruitment methods– Seek guarantees on deliverables ( USA v Japan)

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In practice lessons learnt

• Draft moderators guide in English and get translated – by local moderator

• Train local moderator using proposed group discussion and stimulus – Utilise skype for ease of communication

• Local moderator to contact all participants before session

• Log in as observer to check there are no set up problems

• Have tech support in direct contact with local moderators

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Online focus groups - ChinaDecision making

Whiteboard provides

flexible space for creative exercises

Respondent chat box allows for

group or individual questions

Observer chat box for you to discuss what’s going on and tell us what you’re thinking!

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Analysis of findings

• Provide PowerPoint template as part of the briefing process and example of style required

• Translation of transcripts often not necessary and

outside budget – but get verbatim comments in English

• Discuss presentation on skype etc

• Pull together whiteboard exercises

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Homepage 1

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Japan

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Chinese

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Homepage 1

InspirationalBritain weather is not

great for beachesPretty but too big

Useful links but a bit small

Search section noticed and be used by majority

Inspiring Reflects others opinion Useful as it highlights

great places, useful links

Fun and Interesting Best things to do

Season too dominant and is it current or when travelling?

Broad choices then more narrowed

Like being able to look at different

landscape

Lot of interesting in History and

culture

Map a good idea, but s bit big

Quirky modern fun – symbol of UK

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In summary

• Proved effective with all age groups and in developing countries (India, China) as well as more mature markets ( Europe)

• Online focus groups can be most the cost effective and easy to manage qualitative research methodology

• More controllable than other online options

Any questions email robin@biaresearch.co.uk24