You Can Let Go Of Your Focus Groups, Really, It's O.K

Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)

You Can Let Go of Your Focus Groups…Really, it’s OK

Name: Adam Rossow & Jen DroletCompany: iModerateDate: 12.8.2010

Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)

Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)

Focus groups are a valuable part of the qualitative toolbox;

but, they don’t have to be the default method

Qualitative Toolbox

Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)

So why do so many people rely solely on them?

Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)

Straight-forward

Control

Familiar

Education

Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)

Debunking some myths

Versus

Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)

In-person dynamic leads

to better insights

While visual cues and facial expressions can be important, face to face dynamic can stymie candor

Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)

.Groups are the

best way to conduct

qualitative research Group dynamics

produce groupthink, wallflowers and domineering respondents

Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)

Respondents must touch

and feel stimuli in order to offer valid feedback

Most online qualitative tools have unbelievable stimuli capabilities

Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)

I have to sit behind the glass to observe my research first

hand You can sit behind the virtual glass with most online tools

Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)

Great, now what?

Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)

Online qualitative methods

• Online Bulletin Boards• Online One-on-One’s• Online Focus Groups• Online Communities • Social Media Monitoring

Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)

Online qualitative benefits

Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)

Online focus groups

Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)

Online bulletin boards

Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)

Online one-on-ones

Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)

Online communities

Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)

Social media monitoring

Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)

Summary

Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)

Questions

Adam Rossow, Jen Drolet and Susan Sweet