QuestionPro webinar transcript: Online focus groups - Take that, … · 2020. 5. 11. · QuestionPro webinar transcript: Online focus groups - Take that, social distancing! John Oppenhimer:

QuestionPro webinar transcript: Online focus groups - Take that, social distancing!

1 00:00:00.000 --> 00:00:00.510 QuestionPro Webinar: Here we go. 2 00:00:01.770 --> 00:00:02.220 John Oppenhimer: Cool. 3 00:00:02.820 --> 00:00:04.799 QuestionPro Webinar: Alright, we are now in broadcast 4 00:00:09.510 --> 00:00:10.889 QuestionPro Webinar: Looks like this. 5 00:00:14.280 --> 00:00:14.969 QuestionPro Webinar: Recording 6 00:00:17.250 --> 00:00:18.119


QuestionPro Webinar: Second, yeah. 7 00:00:19.980 --> 00:00:20.460 QuestionPro Webinar: That's okay. 8 00:00:25.650 --> 00:00:28.740 QuestionPro Webinar: I'll just let it keep recording, just to be on the safe side. 9 00:00:32.130 --> 00:00:32.430 QuestionPro Webinar: Okay. 10 00:00:34.920 --> 00:00:38.790 QuestionPro Webinar: So everything right now. JOHN, can you just go ahead and 11 00:00:39.870 --> 00:00:40.920 QuestionPro Webinar: Test your audio. 12 00:00:41.520 --> 00:00:41.820 Yes. 13 00:00:44.010 --> 00:00:46.350 QuestionPro Webinar: Sounds good. And go ahead and just 14 00:00:46.740 --> 00:00:50.640 QuestionPro Webinar: Flip through the first two or three slides just to make sure everything looks good. 15 00:00:51.960 --> 00:00:55.650 QuestionPro Webinar: And just keep testing your audio just wanna make sure everything looks good. 16 00:00:57.390 --> 00:00:57.900 Okay.


17 00:00:59.280 --> 00:01:00.900 QuestionPro Webinar: Everything looks good on my end. 18 00:01:03.330 --> 00:01:07.200 QuestionPro Webinar: Are you talking just keep saying testing or something. Just talk 19 00:01:09.120 --> 00:01:09.390 QuestionPro Webinar: Hello. 20 00:01:14.280 --> 00:01:14.640 QuestionPro Webinar: Whoa. 21 00:01:17.040 --> 00:01:18.480 QuestionPro Webinar: Okay, your audio is 22 00:01:19.800 --> 00:01:20.340 QuestionPro Webinar: Know, 23 00:01:29.370 --> 00:01:29.910 John Oppenhimer: When you can 24 00:01:31.980 --> 00:01:32.190 John Oppenhimer: Better 25 00:01:32.880 --> 00:01:34.230 QuestionPro Webinar: Yes, it's better now. 26 00:01:34.530 --> 00:01:34.830 John Oppenhimer: Okay. 27 00:01:35.640 --> 00:01:36.810


QuestionPro Webinar: I wonder what happened. 28 00:01:38.010 --> 00:01:40.530 John Oppenhimer: Uh, yeah, I don't know, don't know exactly. 29 00:01:42.570 --> 00:01:44.940 QuestionPro Webinar: Go ahead and flip through your slides ago. So make sure 30 00:01:49.440 --> 00:01:49.860 John Oppenhimer: Oh, 31 00:01:57.180 --> 00:01:57.660 QuestionPro Webinar: Okay. 32 00:01:59.010 --> 00:02:01.560 QuestionPro Webinar: Your audio is really choppy. 33 00:02:03.240 --> 00:02:04.290 QuestionPro Webinar: I can't hear you at all. 34 00:02:05.130 --> 00:02:06.120 QuestionPro Webinar: Are you saying anything. 35 00:02:22.140 --> 00:02:22.800 QuestionPro Webinar: Keep talking. 36 00:02:24.630 --> 00:02:26.580 John Oppenhimer: I'm just going to keep talking quick overview 37 00:02:28.560 --> 00:02:29.610 QuestionPro Webinar: Keep talking. Yeah, doesn't 38


00:02:29.790 --> 00:02:30.630 Give away. 39 00:02:32.460 --> 00:02:43.800 John Oppenhimer: My name john Oppenheimer market research here for seven years, worked for a year and a half, that question Pro. This is the title online focus groups. Testing, testing. 40 00:02:44.550 --> 00:02:45.780 John Oppenhimer: Yeah, some 41 00:02:46.080 --> 00:02:59.580 QuestionPro Webinar: Interesting happening when you're flipping through the slides. It's the audio click soft slightly soaking. So every time you click just say something, because I want to see if 42 00:02:59.760 --> 00:03:09.720 QuestionPro Webinar: For sure. Because if not, I can run the slides on my end and then as well. But I don't I don't I don't know if that's going to make a difference or not. 43 00:03:10.320 --> 00:03:13.350 QuestionPro Webinar: Okay, so. Okay, so keep flipping 44 00:03:14.070 --> 00:03:14.370 QuestionPro Webinar: Alright. 45 00:03:14.460 --> 00:03:19.350 John Oppenhimer: So we're gonna start this slide. And this is going to be me introducing myself. 46 00:03:20.790 --> 00:03:28.350 John Oppenhimer: My professional life for my, my professional experience. How many years I've worked in market research. How many years I've worked in question pro 47 00:03:29.700 --> 00:03:43.320


John Oppenhimer: This is, you know, this is the first. This is the first research webinar of 2020 the first of six and today we will be discussing online focus groups, but how is that that time better 48 00:03:43.680 --> 00:03:51.780 QuestionPro Webinar: Yes. Okay. Yeah. Just, just keep testing, you know, every time you flip to another screen because it does 49 00:03:52.170 --> 00:03:54.750 QuestionPro Webinar: Go out just slightly, and I'm a little concerned. 50 00:03:55.620 --> 00:03:57.330 QuestionPro Webinar: Every time you flip to new slide. 51 00:04:13.980 --> 00:04:18.240 John Oppenhimer: Purpose of my focus groups for online looking online. 52 00:04:21.750 --> 00:04:23.190 QuestionPro Webinar: Oh that's not good. 53 00:04:32.700 --> 00:04:33.990 John Oppenhimer: Let me know if you still need me to. 54 00:04:34.530 --> 00:04:42.000 QuestionPro Webinar: Yeah it is, every slide, you see, you go to it has like a stop. Does this happen in your sales calls to 55 00:04:43.410 --> 00:04:50.700 John Oppenhimer: Um, it happens occasionally in demo calls like if I'm ever sharing my screen. Um, but usually will go away. 56 00:04:51.990 --> 00:04:57.480 John Oppenhimer: It's one of those things where it's more of an issue in the beginning, more in the beginnings of meetings and it is towards the end.


57 00:04:58.350 --> 00:04:59.520 QuestionPro Webinar: Okay, yeah. 58 00:05:00.780 --> 00:05:02.430 QuestionPro Webinar: All right. Do you have 59 00:05:03.840 --> 00:05:05.130 John Oppenhimer: A 32nd thing. 60 00:05:05.490 --> 00:05:07.530 John Oppenhimer: For every slide, is it 10 seconds. 61 00:05:08.340 --> 00:05:14.220 QuestionPro Webinar: That's about it's about 10 seconds keeps flipping just flip back and forth between the first two 62 00:05:14.700 --> 00:05:15.060 John Oppenhimer: Okay. 63 00:05:15.150 --> 00:05:18.030 QuestionPro Webinar: Yeah, just keep testing. I just want to see for sure. 64 00:05:19.530 --> 00:05:19.980 QuestionPro Webinar: Okay. 65 00:05:20.460 --> 00:05:22.050 QuestionPro Webinar: Keep talking up 66 00:05:22.140 --> 00:05:23.160 QuestionPro Webinar: Here we go. Yeah. 67


00:05:37.050 --> 00:05:38.820 QuestionPro Webinar: John can you 68 00:05:41.370 --> 00:05:43.260 John Oppenhimer: Pause for a second today. 69 00:05:45.300 --> 00:05:46.590 QuestionPro Webinar: You're pausing the share 70 00:05:47.880 --> 00:05:48.990 QuestionPro Webinar: Me, I can see your screen. 71 00:05:57.510 --> 00:05:57.990 QuestionPro Webinar: All right. 72 00:05:59.670 --> 00:06:00.540 John Oppenhimer: I didn't notice anything 73 00:06:01.590 --> 00:06:02.730 QuestionPro Webinar: You weren't saying anything. 74 00:06:03.900 --> 00:06:04.710 QuestionPro Webinar: I can hear you. 75 00:06:04.860 --> 00:06:05.970 John Oppenhimer: Hear me say switching back 76 00:06:08.280 --> 00:06:16.080 QuestionPro Webinar: Let me try something. Go ahead and stop sharing your screen, and I will go ahead and share my screen. 77 00:06:17.100 --> 00:06:20.550 QuestionPro Webinar: My and see if that helps. Okay.


78 00:06:21.060 --> 00:06:21.810 John Oppenhimer: Alright, sounds good. 79 00:06:22.080 --> 00:06:35.460 QuestionPro Webinar: Yeah, let's try that. I just wanna. I just want to make sure we got this right. Since we've got quite a few people often thank you guys for waiting. Go ahead and meet yourself where we're just testing audio and make sure we have the best quality for everybody. 80 00:06:43.110 --> 00:06:45.510 QuestionPro Webinar: Let me know if you can see my screen. 81 00:06:47.340 --> 00:06:48.000 QuestionPro Webinar: Okay, right. 82 00:06:52.440 --> 00:06:53.460 QuestionPro Webinar: And just keep talking. 83 00:06:54.330 --> 00:06:54.870 Okay. 84 00:06:56.880 --> 00:06:57.210 John Oppenhimer: Welcome 85 00:06:59.340 --> 00:07:02.550 John Oppenhimer: This is a testing. Testing slide. 86 00:07:04.980 --> 00:07:09.690 John Oppenhimer: Testing slide to let me know if that's. Let me know if you're able to hear me. 87 00:07:10.050 --> 00:07:16.650


QuestionPro Webinar: Yeah, you sound. Perfect. Okay, this is what we're going to do. Let me go ahead and try this. Where I'm going to mute myself. 88 00:07:17.190 --> 00:07:17.580 John Oppenhimer: All right. 89 00:07:20.670 --> 00:07:24.900 QuestionPro Webinar: Go ahead and speak. I'm just seeing myself on mute. During the slides and just keep talking. 90 00:07:25.350 --> 00:07:25.890 John Oppenhimer: Okay, cool. 91 00:07:27.030 --> 00:07:29.190 John Oppenhimer: I'm testing slide to 92 00:07:30.810 --> 00:07:33.510 John Oppenhimer: Testing. Testing, testing. 93 00:07:36.090 --> 00:07:37.920 John Oppenhimer: Testing, testing. 94 00:07:39.960 --> 00:07:42.150 John Oppenhimer: Let me know is, are you able to hear all that 95 00:07:42.600 --> 00:07:43.890 QuestionPro Webinar: Yes, that's perfect. Okay. 96 00:07:44.130 --> 00:07:48.840 QuestionPro Webinar: Great, what we're gonna do. Okay. So we'll go ahead and we will 97 00:07:50.040 --> 00:07:56.910


QuestionPro Webinar: Make sure oh well you see on your screen. When I click on the Q AMP. A. Do you see 98 00:07:58.140 --> 00:08:02.040 QuestionPro Webinar: You don't do you see that, or do you not see our chat. Do you see any of that. 99 00:08:02.880 --> 00:08:04.830 John Oppenhimer: I don't see anything for chat now. 100 00:08:05.550 --> 00:08:07.830 QuestionPro Webinar: When I when you're in my screen. Okay. 101 00:08:08.850 --> 00:08:12.420 QuestionPro Webinar: Oh, I can't see the q&a section for some reason. 102 00:08:15.690 --> 00:08:16.500 QuestionPro Webinar: No worries. 103 00:08:34.650 --> 00:08:35.160 QuestionPro Webinar: All right. 104 00:08:36.300 --> 00:08:42.930 QuestionPro Webinar: Everybody. Thank you so much for joining us. JOHN and I are going to be doing, just one more bit of 105 00:08:44.070 --> 00:08:50.880 QuestionPro Webinar: Audio testing. If you guys have any feedback, feel free to go ahead and post that in the chat. Just let us know how things sound. 106 00:08:51.240 --> 00:08:58.050 QuestionPro Webinar: on your end, we really want to make sure that the experience is going to sound really great and it looks good on your end,


107 00:08:58.680 --> 00:09:07.650 QuestionPro Webinar: If you guys have any questions with regards to what you are seeing today. Go ahead and post that in the q&a and we'll take a look at that. 108 00:09:08.340 --> 00:09:21.210 QuestionPro Webinar: During the q&a section. All right, I got some feedback from sunny sounds and looks good here. Okay, wonderful. Thank you so much. I will go ahead and get started in about two minutes. Does that sound good to you john 109 00:09:22.290 --> 00:09:23.610 John Oppenhimer: Yeah, it works great for me. Esther. 110 00:09:23.700 --> 00:09:24.990 QuestionPro Webinar: Thanks so much. Thanks. 111 00:09:25.560 --> 00:09:26.220 John Oppenhimer: Thanks, everybody. 112 00:09:27.630 --> 00:09:34.200 QuestionPro Webinar: All right, thank you for your feedback line glad it sounds good. So you're good with the process, just go ahead and let me know. 113 00:09:35.250 --> 00:09:46.260 QuestionPro Webinar: You know, once you have you're done with the slide. Just tell me to move on to the next one. I'll be on mute. During that time and monitoring everything 114 00:09:46.650 --> 00:09:53.280 John Oppenhimer: So you just need my next question. I don't know if you need me to if and how I needed to kill you but but that's perfect. 115 00:09:53.880 --> 00:09:56.730 QuestionPro Webinar: Yeah, I think, yeah, should be fine. 116


00:09:58.290 --> 00:10:00.570 QuestionPro Webinar: Yeah, let's see. 117 00:10:02.010 --> 00:10:11.700 QuestionPro Webinar: So Frank had a really good question and everything to receive recording and presentation deck to this session. Absolutely, yes. Everyone he's signed up and attendees will get 118 00:10:12.120 --> 00:10:21.840 QuestionPro Webinar: The copy of the recording and the presentation post webinar. So thank you very much. You've already done all the work, and it's just a matter of us getting it to you. 119 00:10:24.510 --> 00:10:28.230 QuestionPro Webinar: Will just have people post things in the chat that will probably be better. 120 00:10:41.640 --> 00:10:43.830 QuestionPro Webinar: Alright john. Are you ready to go. 121 00:10:45.180 --> 00:10:46.830 John Oppenhimer: Yes, I'm ready to go. 122 00:10:48.150 --> 00:10:50.670 John Oppenhimer: Yeah, right. Ready. Soon as everybody else's so 123 00:10:51.990 --> 00:10:53.280 John Oppenhimer: Yeah, let me know, let me know. 124 00:10:55.530 --> 00:10:57.660 QuestionPro Webinar: Sounds way. All right, let's go ahead and get started. 125 00:10:58.740 --> 00:11:01.110 John Oppenhimer: All right. Excellent. Excellent, excellent.


126 00:11:02.700 --> 00:11:11.610 John Oppenhimer: Hello everybody, hope everyone's having a great Tuesday I know all these days. At this point, it feels a bit like a blares day at this point and 127 00:11:12.720 --> 00:11:20.430 John Oppenhimer: I'd be surprised at this point. If you're not feeling like you are mentally being put to the test right now. These are obviously some 128 00:11:21.960 --> 00:11:34.260 John Oppenhimer: This is obviously a very crazy time, and I think we're just, you know, we're really starting to learn just how essential it is for all of us extroverts are introverts, just to have human interaction human connection in our lives. 129 00:11:35.280 --> 00:11:44.490 John Oppenhimer: You know, even when you're face timing, family, friends, you know, you can only do so much there can only, you know, it's great to be connected obviously never stopped doing that, but 130 00:11:45.750 --> 00:11:52.020 John Oppenhimer: Yeah, this i i know that we need that human connection. And I know face timing can only do so much 131 00:11:53.310 --> 00:11:58.950 John Oppenhimer: But, you know, fortunately, and the time like this time of social distancing how, you know, however long that may be 132 00:12:00.180 --> 00:12:17.160 John Oppenhimer: I'm here to present to you online focus groups. So take that social distancing and I'll basically be talking about how you won't have to sacrifice the integrity of your qualitative data thanks in part to online focus groups that and much more. 133 00:12:18.750 --> 00:12:31.800 John Oppenhimer: So some background information about me. I've worked in market research for the past seven years now and have worked at question pro in Austin, Texas. For the last year and a half, as a community manager.


134 00:12:34.260 --> 00:12:38.250 John Oppenhimer: So if you don't, if you don't mind mess. So if you go to the next slide. 135 00:12:45.480 --> 00:12:48.150 John Oppenhimer: Let me know if you guys are able, let me know if you guys can hear me or not. 136 00:12:50.310 --> 00:12:52.110 QuestionPro Webinar: Yes, I'm on the agenda slide. 137 00:13:02.010 --> 00:13:05.160 John Oppenhimer: Okay, right now I see the title, the online focus groups. 138 00:13:06.060 --> 00:13:09.840 John Oppenhimer: Okay. Just one second. Okay, so everybody 139 00:13:27.540 --> 00:13:28.620 John Oppenhimer: Thank you. Sorry for that. 140 00:13:32.760 --> 00:13:45.240 John Oppenhimer: Okay, great. So, um, so today what I'm going to do in this 4545 to 60 minutes is basically what I'm here to guide you through is the general purpose of online focus groups and how they're executed. 141 00:13:45.810 --> 00:13:55.080 John Oppenhimer: I'll also go more into detail about how they differ in terms of being conducted online versus being conducted in office is or in lab. 142 00:13:56.160 --> 00:14:04.440 John Oppenhimer: As well as what are the pros pros and cons of running online focus groups, you know what to look out for. Since there are components. 143


00:14:05.010 --> 00:14:12.870 John Oppenhimer: Of conducting online focus groups in office or in lab that could actually be more effective and beneficial than being done online. 144 00:14:13.710 --> 00:14:32.550 John Oppenhimer: Also run you through general best practices, you know how to really leverage your online focus groups to really maximize the insights, you're looking to get and then to wrap up will provide you with an example or a case study that that question program for one of our big clients energizer 145 00:14:34.140 --> 00:14:36.510 John Oppenhimer: And then we'll leave some time for Q AMP a 146 00:14:38.700 --> 00:14:43.710 John Oppenhimer: But, but before we get into that, if you don't mind us to Eric. If you can go to the next slide. 147 00:14:45.420 --> 00:14:52.410 John Oppenhimer: But before we get into that. Thank you. We want to just thank you again off, we want to thank you all for attending this webinar. 148 00:14:53.520 --> 00:14:58.680 John Oppenhimer: So, as well as, like, you know, that question pro will have a giveaway. 149 00:14:59.730 --> 00:15:01.860 John Oppenhimer: Upon the end of this webinar, we will be 150 00:15:03.030 --> 00:15:08.250 John Oppenhimer: You know, in that five random attendees will receive a free six month community license. So 151 00:15:08.940 --> 00:15:19.350 John Oppenhimer: If you have a customer base or looking to develop a customer base and create a standalone you know and want to help create a standalone brand website for these customers, you can do that.


152 00:15:20.340 --> 00:15:29.010 John Oppenhimer: With the communities license. You can send out surveys connect with your customers through live discussions and gather insights and opinions about certain topics. 153 00:15:29.850 --> 00:15:44.850 John Oppenhimer: Really great opportunity to enhance data analytics as well through grouping and profiling your audience and you can reward your members as well. Through and through interactive points which can be redeemed for rewards like electronic gift cards, and much more. 154 00:15:46.110 --> 00:15:53.220 John Oppenhimer: All right, so let's get started. So the general purpose of online focus groups. 155 00:15:54.300 --> 00:16:05.460 John Oppenhimer: In one definition, it would be. It's the moderated discussion group involving mix of participants that represent a target audience for that specific study or project. 156 00:16:06.630 --> 00:16:10.800 John Oppenhimer: This is if you, if you don't mind. Esther. If you go to the next slide. 157 00:16:12.120 --> 00:16:12.810 John Oppenhimer: Cool. Thank you. 158 00:16:14.250 --> 00:16:18.330 John Oppenhimer: And so the point of these member of the point of 159 00:16:19.410 --> 00:16:25.290 John Oppenhimer: The point of these individuals is it's you're meant to gather feedback and get your opinions from these customers. 160 00:16:26.730 --> 00:16:30.510


John Oppenhimer: As this group of individuals is meant to represent your target audience. 161 00:16:31.770 --> 00:16:45.060 John Oppenhimer: You know, despite representing a target audience, it is vital that each of these participants are unfamiliar with each other that we sort of avoid bias, whether it's in the dynamic of the conversation or just on your opinions and in general. 162 00:16:46.620 --> 00:16:53.790 John Oppenhimer: You know online focus groups, typically range from five to 12 participants and last within a time frame of 45 to 90 minutes 163 00:16:54.960 --> 00:17:12.240 John Oppenhimer: And typically to within each study or within each focus on typically typically you will conduct multiple focus groups, especially if your studies ever focused on geo specific areas like if you wanted to differentiate insights 164 00:17:13.350 --> 00:17:20.700 John Oppenhimer: From a location standpoint, but also to if you want to search for consistencies overlaps or any overarching themes 165 00:17:21.900 --> 00:17:31.680 John Oppenhimer: That through the insights from these unconnected in you know that these unconnected individuals provide as well as discover differences between the groups as well. 166 00:17:32.940 --> 00:17:34.650 John Oppenhimer: So if you go to the next slide, please. Thank you. 167 00:17:36.300 --> 00:17:53.370 John Oppenhimer: So what's the purpose of focus groups, focus groups in general. Well, like all like, like all qualitative research focus groups are better. They provide the reasoning for, you know, for consumer actions opinions wants, needs so on so forth. 168 00:17:54.990 --> 00:17:57.600 John Oppenhimer: So some of the key you know some of the key reasons for


169 00:17:58.860 --> 00:18:06.600 John Oppenhimer: For this research technique is you're meant to gather target audience opinions target audience opinions and attitudes. 170 00:18:07.260 --> 00:18:16.170 John Oppenhimer: It could be about specific product. It could be about service, it can be about a concept. So you can do concept testing a B testing product testing. 171 00:18:16.980 --> 00:18:32.970 John Oppenhimer: Brand perception, anything like that. So it's not great opportunity to test your ideas, you know, gathering insights to determine whether or not an idea will be liked, or needed by that to particular audience. So it really enhances your foresight about a particular product, service or concepts. 172 00:18:34.350 --> 00:18:45.810 John Oppenhimer: And the thing is, these can either be tested. Early in the product lifecycle. So you can explore the opinions and formulate new ideas, prior to launch or you can even try later in the process. So if you ever wanted to 173 00:18:46.320 --> 00:18:54.570 John Oppenhimer: Validate concepts or even test between prototypes and different designs before those launch. You can do that as well. And then lastly, 174 00:18:55.830 --> 00:18:59.010 John Oppenhimer: With what these do is they help provide insight into who your audience is. 175 00:19:00.150 --> 00:19:02.670 John Oppenhimer: Something that online surveys can always do. 176 00:19:05.070 --> 00:19:13.140 John Oppenhimer: You know when you're looking at surveys from a bulk data standpoint, rather than the sum of its parts. There's, there's a barrier to that as well. 177 00:19:15.090 --> 00:19:21.750


John Oppenhimer: So what kind of research, can you conduct and what do you get out of this. Well, of course you can explore brand perceptions 178 00:19:22.950 --> 00:19:29.190 John Oppenhimer: And then, as I mentioned before, it is your understanding more about the needs and thoughts and feelings of this particular audience. 179 00:19:30.330 --> 00:19:32.340 John Oppenhimer: My apologies in advance. I do have a dog. 180 00:19:33.750 --> 00:19:35.790 John Oppenhimer: And it's like, like me is equally as cooped up 181 00:19:36.990 --> 00:19:44.670 John Oppenhimer: But, you know, as far as understanding the needs thoughts, feelings of this particular audience, you're stepping into their shoes and you understanding their customer journey. 182 00:19:45.540 --> 00:19:54.840 John Oppenhimer: So you're understanding more about the decision process and the factors that come into play when your audience's is looking to buy a specific product or a service. 183 00:19:55.980 --> 00:20:05.610 John Oppenhimer: If there were language barriers or issues that you notice them on your, your response or among consumers from past research, like for example like like online survey. 184 00:20:06.870 --> 00:20:10.890 John Oppenhimer: You can dive deeper and you can explore these ideas and issues and develop 185 00:20:12.030 --> 00:20:13.140 John Oppenhimer: A clear picture of 186


00:20:14.370 --> 00:20:16.560 John Oppenhimer: Your represented target market that way. 187 00:20:17.790 --> 00:20:32.460 John Oppenhimer: And also to. You can learn more about the banter between people. Um, you know, the like the informal back and forth that you get among your participants. The exchanges the interactions that you notice or experience while you're moderating these online focus groups. 188 00:20:33.660 --> 00:20:42.480 John Oppenhimer: You know, again, anything, any, any interaction between participants. That's good natured, or even animated joking or light hearted form of way, you know, 189 00:20:43.950 --> 00:20:52.140 John Oppenhimer: And also to, like, what are the commonalities and differences based on the exchanges and the interaction that you notice and experience between these members. 190 00:20:54.000 --> 00:20:54.420 John Oppenhimer: So, 191 00:20:55.650 --> 00:20:57.780 John Oppenhimer: If you go to the next slide. Thank you. Um, 192 00:20:59.280 --> 00:21:16.920 John Oppenhimer: So one of the differences between online focus groups versus in lab and in office so general commonalities response are, you know, go into a room, whether it's physical or virtual and interact with the moderator, as well as, as well as each other. 193 00:21:18.030 --> 00:21:24.510 John Oppenhimer: In addition, the same necessities. The same needed this the same required items have to come into play. 194 00:21:25.590 --> 00:21:27.570 John Oppenhimer: So there are four key things that you do need


195 00:21:28.890 --> 00:21:46.860 John Oppenhimer: For for focus group, whether it's online or in lab. The first one is it define objective. It's pretty simple. What are you trying to learn or what are you trying to unravel. In, in, you know, within the next 45 to 90 minutes. Second is your audience that's that's an obvious one, too. 196 00:21:48.660 --> 00:22:01.530 John Oppenhimer: Yeah, I mean your audience is a pre is pre screen to ensure that they meet the qualifications for this study obviously has to represent the target audience of that product that service that concept. 197 00:22:02.640 --> 00:22:06.870 John Oppenhimer: That you're focusing on and you know that you know that you're conducting a study for 198 00:22:08.190 --> 00:22:24.210 John Oppenhimer: There are different avenues for getting your audience members. You can follow up on a survey that was taken in which, you know, permitting that you've captured those members email, you know, email addresses or other form of contact information, you know, that way you can follow up with them. 199 00:22:25.680 --> 00:22:30.870 John Oppenhimer: It could already exist within a community platform or a panel or an audience of research. 200 00:22:32.520 --> 00:22:44.160 John Oppenhimer: You can even track through social media, so long as they fall within a specific region or share similar interests with each other. And again, so long as they're unfamiliar with. 201 00:22:46.440 --> 00:22:50.010 John Oppenhimer: And then you can also use. You can also try customer less 202 00:22:51.450 --> 00:22:53.640 John Oppenhimer: Not just current customers. Oh, sorry, one second.


203 00:23:03.510 --> 00:23:09.990 John Oppenhimer: Sorry for that. And then lastly, you can try with customer lists, not just current customers but leads as well. 204 00:23:11.550 --> 00:23:15.990 John Oppenhimer: Which can I like that, yeah, my, my dog is really enjoying this conversation. 205 00:23:18.390 --> 00:23:29.340 John Oppenhimer: But this can allow you to recruit participants that are already interested in your product or service and and they can provide greater insight than those without, you know, without demonstrated interest or demonstrated experience. 206 00:23:30.450 --> 00:23:39.540 John Oppenhimer: The third needed item is your moderator, you know, this is, this is the person who's in charge of asking the predefined questions to these audience members. 207 00:23:40.860 --> 00:23:47.970 John Oppenhimer: They're skilled in managing and guiding the group without really influencing the course of the discussion too much. 208 00:23:50.430 --> 00:24:00.570 John Oppenhimer: You can also in the moderator with moderators to does. It's not just read off the questions on the discussion guide, which I'll talk about in a little bit, but they're also going to fall. They're also going to ask follow up questions. 209 00:24:01.590 --> 00:24:12.330 John Oppenhimer: Introduce productive techniques even role play into a session just to just to uncover deeper attitudes and opinions. The last thing you need is a discussion guide. 210 00:24:13.440 --> 00:24:23.040 John Oppenhimer: Designed, you know, this is what's designed by the moderator and this is basically to ensure that participants cover the topics which are of interest to these researchers


211 00:24:24.450 --> 00:24:35.010 John Oppenhimer: Um, so let's dive into how, you know, how are they different or how do online focus groups benefit over in room or in office in lab in lab focus groups, um, 212 00:24:35.730 --> 00:24:50.850 John Oppenhimer: First big thing. It's more cost effective, you know, as a result of move removing these physical limitations and no longer and not having to reserve it or pay for space, you know, you take that you take, you know, that's one less thing that you have to worry about. 213 00:24:51.900 --> 00:24:54.330 John Oppenhimer: There's also, it's also more efficient. 214 00:24:55.590 --> 00:25:06.450 John Oppenhimer: You know, just faster than traditional market research studies and you're just, you know, as a result of not, you know, as a result of not reserving and paying for space you're also saving time and energy. 215 00:25:07.590 --> 00:25:20.460 John Oppenhimer: Especially. This is especially helpful, especially when you're carrying out multiple sessions over a period of time. And thirdly, you're, you know, you're facilitating obtaining a diverse target audience. 216 00:25:21.660 --> 00:25:36.960 John Oppenhimer: Because this is done in a virtual room. There are no location restrictions and it's easier to get a wide demographic of people to participate in your study, especially when you're looking especially when your members represent a represented on a nationwide or even a global scale. 217 00:25:38.340 --> 00:25:47.010 John Oppenhimer: And lastly, to it's also effective when you want to connect to a demographic group that's hard to reach or anonymous participant responses. 218 00:25:48.720 --> 00:26:06.000


John Oppenhimer: You know with online focus group you do we get to remove those social constructs that would exist in person and it gives people more comfort to speak their mind. It provides more honesty and you get more precise data and therefore just you get better insights 219 00:26:08.070 --> 00:26:19.710 John Oppenhimer: But there are some things that to look for to look out for, as well. Um, one being that you know online focus groups or if if focus groups are conducted online, it can discourage engage discussion. 220 00:26:20.880 --> 00:26:28.290 John Oppenhimer: In that it's easier. I'm sure you guys have learned this from working at home for the last couple months. It's just easier to lose focus online. 221 00:26:28.740 --> 00:26:39.420 John Oppenhimer: And then when research. Then when focus groups are done in person and also to your you're not able to observe body language, which is a big factor. 222 00:26:40.110 --> 00:26:55.440 John Oppenhimer: responses are purely thought provoked. But, you know, lacking that by language and facial expressions and any other hands or gestures that you would get in person wouldn't be wouldn't be as absent. 223 00:26:57.270 --> 00:27:08.160 John Oppenhimer: And also to you can't really pick up on that confidence of one response of one's response when sites online. You know, it's one thing you know it's one thing when you see a remark, and you can tell it's definitive 224 00:27:09.060 --> 00:27:19.080 John Oppenhimer: Be can really pick up on the confidence of the tone of one's response when it's typed online. And then lastly, there's just less group member dynamics. 225 00:27:19.710 --> 00:27:30.420 John Oppenhimer: Meaning that verbal cubes verbal cues don't really get picked up, it can kind of lead to limiting the discussion compared to how you could with an in person review.


226 00:27:38.850 --> 00:27:45.300 John Oppenhimer: So those are things to look out for. And then as far as general best practices about online focus groups. 227 00:27:46.350 --> 00:27:48.120 John Oppenhimer: You know, this is sort of like a this is sort of 228 00:27:48.930 --> 00:27:58.650 John Oppenhimer: A master list, but I'm rule number one, be prepared, you know, have a con have a concrete research plan in place, whether you're testing a product 229 00:27:58.950 --> 00:28:06.870 John Oppenhimer: Or you're doing concept testing or doing brand perception, anything like that, um, you know, begin with your business. The business goals. If you research. 230 00:28:07.230 --> 00:28:17.730 John Oppenhimer: And then from there, identify what the research goals are, that would support those business goals, you know, extract some specific research questions from your research goals. 231 00:28:18.750 --> 00:28:29.730 John Oppenhimer: And then make them be the main topics of the focus group to discuss and then you know work them into the session without really disrupting the float the discussion, the flow of the discussion itself. 232 00:28:34.710 --> 00:28:36.450 John Oppenhimer: Second thing. Oh, sorry. 233 00:28:38.310 --> 00:28:43.290 John Oppenhimer: Thanks, um. Second thing, you know, make sure you recruit participants from a variety of backgrounds. 234 00:28:45.300 --> 00:28:53.700


John Oppenhimer: When you're gathering representation from different market segments that really helps determine how people in different segments respond to particular ideas. 235 00:28:54.750 --> 00:28:57.480 John Oppenhimer: Certain ideas are going to resonate. 236 00:28:58.500 --> 00:29:07.470 John Oppenhimer: Stronger. Some participants while they might not for others and by uncovering these differences, then you can explore the reasons why people's needs are different. 237 00:29:08.400 --> 00:29:18.390 John Oppenhimer: So that's important as well certainly keeps it within five to 12 participants, you know, you need to make sure that your target audience as well present well represented enough 238 00:29:20.310 --> 00:29:31.740 John Oppenhimer: But having too many participants can disrupt the flow from a moderator side, you know, you're trying to acquire thoughtful comments across several topics from multiple people 239 00:29:32.340 --> 00:29:41.910 John Oppenhimer: And if you have too many, too many mouths in the conversation that might take too long and long focus groups can, you know, a car cars participants to tire and pull back. 240 00:29:42.600 --> 00:29:52.200 John Oppenhimer: From the discussion. As a result, which is why, you know, just out of principle, it's good to see it's good to keep a focus group to within 45 to 90 minutes 241 00:29:52.770 --> 00:29:59.400 John Oppenhimer: And also to like the the back and forth between the moderator participants won't feel as natural if you have too many 242 00:30:00.000 --> 00:30:12.510


John Oppenhimer: If you have too many participants and of course if you don't have enough participants, that's a problem because you don't really, you don't really reach your sample, you're not getting enough perspective, you're not good enough voice, you know, really getting enough 243 00:30:14.040 --> 00:30:25.080 John Oppenhimer: You're not really getting enough of a diverse representation as far as your target market or your target audience and it doesn't. It can also encourage less disclosure as as well. 244 00:30:26.340 --> 00:30:38.100 John Oppenhimer: Now, a lot of insights come from what other Members had to say. Our, our responses to What member said said before. So when you have when you don't have enough participants, there's not as much to talk about. 245 00:30:40.170 --> 00:30:53.460 John Oppenhimer: Fourthly, make sure you know that the questions that you ask are clear and well worded because this is because, you know, this has been done online, it's you know it's it's easier to tell when done in person. 246 00:30:54.480 --> 00:30:57.540 John Oppenhimer: When a member doesn't understand the question that is asked 247 00:30:59.250 --> 00:31:08.580 John Oppenhimer: You know, a member can simply just mentioned that, or even use body language. So confusion is something that can immediately be read when you're when you're engaging with members online. 248 00:31:09.870 --> 00:31:18.420 John Oppenhimer: Um, you know, make sure to, you know, just make sure that the questions that you asked her concise. That way you know that way. You're also just avoiding any general confusion. 249 00:31:19.440 --> 00:31:28.950 John Oppenhimer: And it prevents developing Invalid. Invalid data or invalid ideas, um, you know, make sure that their questions are scalable to your audience.


250 00:31:29.430 --> 00:31:38.490 John Oppenhimer: Um, you know that you're asking questions in which many of the participants can respond to rather than just one or two folks in, you know, from the group. 251 00:31:40.890 --> 00:31:49.170 John Oppenhimer: Make sure to have a second moderator, you know, in the room or to help to help you out for any help and assistance that you need. 252 00:31:50.610 --> 00:32:00.810 John Oppenhimer: Since focus groups can sometimes be tough to just to moderate due to all the interaction just both sides dynamically and simultaneously especially online. 253 00:32:01.710 --> 00:32:16.380 John Oppenhimer: So it's really, really vital to have a to have a second moderator there, whether it's just to take notes to keep track of time to enforce structure in the session you know if if it ever goes off the rails, because I can very easily happen. 254 00:32:17.790 --> 00:32:21.840 John Oppenhimer: And then, you know, also to just to jump in and ask questions. 255 00:32:22.860 --> 00:32:35.190 John Oppenhimer: If there's, you know, there was something that someone something that something said if they ever noticed that there's a key point to address that could easily be overlooked, especially by especially by the main moderator. 256 00:32:37.350 --> 00:32:44.550 John Oppenhimer: And second, last point, you know, don't, don't use the research plan as a script or don't use the discussion guide as a script. 257 00:32:45.570 --> 00:33:02.400 John Oppenhimer: You really want to strike a balance between freeform discussion and a structured resource research session as you work through each topic and as new ideas arise, you know, explore them really see what they mean. And whether you get multiple perspectives about them.


258 00:33:04.020 --> 00:33:17.190 John Oppenhimer: But at the same time, you know, discussion can't gain too much momentum, you're spending too much time over a specific question that is asked asked might might or might not have as much relevance to the research plan that you had going in. 259 00:33:18.600 --> 00:33:22.860 John Oppenhimer: Comments are getting posted from all over. And it can be difficult to maintain 260 00:33:24.210 --> 00:33:28.590 John Oppenhimer: And to ensure that it covered. You know, you want to ensure that you're covering all of your plan topics. 261 00:33:29.880 --> 00:33:33.360 John Oppenhimer: Especially, you know, if you're running multiple focus groups for the same study 262 00:33:34.470 --> 00:33:43.140 John Oppenhimer: That can also help you can ask that can also help you know you adjust what questions that you want to ask or dive deeper into a focus 263 00:33:44.130 --> 00:33:55.770 John Oppenhimer: That you just didn't have enough that you feel like you didn't focus enough on in a prior in a prior focus group just based on the level of engagement or relevance to the study and to the audience itself. 264 00:33:56.910 --> 00:34:03.630 John Oppenhimer: And then lastly, you know, as far as on as far as focus groups go don't rely on focus groups alone. 265 00:34:04.890 --> 00:34:14.760 John Oppenhimer: Whether, whether it's done in lab or in office versus done online, you know, you have, like, there's the potential of, you know, to remove the group think.


266 00:34:15.990 --> 00:34:19.380 John Oppenhimer: Some participants will be swayed by the opinions of others. 267 00:34:20.850 --> 00:34:25.680 John Oppenhimer: Have more dominant members, you know, within the group that's just sort of that's just going to happen. 268 00:34:27.060 --> 00:34:32.850 John Oppenhimer: So some participants may feel a little pressure to conform to other opinions and attitudes. 269 00:34:33.930 --> 00:34:45.840 John Oppenhimer: Again, this is another big disadvantage about focus about focus groups, in general, this isn't really different between online versus in lab or in office. Um, but also to, you know, researchers 270 00:34:46.410 --> 00:34:57.240 John Oppenhimer: Researchers found that what people say can be different from what people actually do so it can create misleading data. So that's why when you have a particular focus or particular study 271 00:34:57.690 --> 00:35:10.350 John Oppenhimer: Um, you know, don't rely don't rely on focus groups alone, you know, follow up with a survey or start with a survey and then follow up on focus groups and then really fill in fill in the gaps you really get, get to know the why. 272 00:35:11.520 --> 00:35:13.830 John Oppenhimer: In regards to the survey data that you've got 273 00:35:20.520 --> 00:35:28.860 John Oppenhimer: Okay, so we're going to dive into a case study with one of our big clients energizer they've actually 274 00:35:29.520 --> 00:35:42.930


John Oppenhimer: Had a community license for us, for I think four years now. I'm definitely one of the big clients, always, you know, they're always coming to us for work, you know, and they're always sending out surveys or conducting activities on a weekly basis. 275 00:35:44.400 --> 00:35:47.010 John Oppenhimer: But, you know, a few weeks, a few months back. 276 00:35:48.360 --> 00:36:02.580 John Oppenhimer: energizer came to us, they had just completed a survey about auto air fresheners among consumers in the UK and they wanted to follow up just about about the branding aspect of it packaging. The design. 277 00:36:03.870 --> 00:36:08.580 John Oppenhimer: You know purchase behaviors, where do they go to purchase car auto air fresheners. 278 00:36:10.650 --> 00:36:20.340 John Oppenhimer: And so we really wanted to dive into the wise as far, you know, to follow up from that research data. So how do we recruit 279 00:36:21.690 --> 00:36:28.710 John Oppenhimer: Well, we use this target audience was based on folks who have completed a survey within the community platform. 280 00:36:29.640 --> 00:36:39.780 John Oppenhimer: So what what I was looking for where folks who not only fit the criteria, but also folks who you know folks who really gave genuine 281 00:36:40.440 --> 00:36:43.410 John Oppenhimer: You know who who really gave genuine comments like 282 00:36:44.040 --> 00:36:57.900 John Oppenhimer: What I mean is like open ended questions like folks who, you know, didn't just say good origin, just say, okay, or or said nothing at all and skip the next question they


were they were really, they're really in it that you know that the insights that they provided truly were brand forward. 283 00:37:00.090 --> 00:37:00.720 John Oppenhimer: So, 284 00:37:04.560 --> 00:37:05.460 John Oppenhimer: When we got in. 285 00:37:06.660 --> 00:37:09.030 John Oppenhimer: You know, prior to the launch, we 286 00:37:10.110 --> 00:37:15.240 John Oppenhimer: You know, we focus. I mean, but you know when members join the community. First thing that we wanted to do. 287 00:37:15.960 --> 00:37:26.760 John Oppenhimer: For the moderator was was just create, create an alias. So within the system. You know, everybody in their account has a first name, last name, I'm not for referring to myself I'm referring to the client. 288 00:37:27.810 --> 00:37:38.430 John Oppenhimer: But, you know, prior to this client set up an alias for herself. That way, she can be that way. She couldn't be like searched on on LinkedIn or anything like that. 289 00:37:40.560 --> 00:37:50.100 John Oppenhimer: As far as, you know, as far as waiting for folks to get in and join and get settled, you know, wait five or 10 minutes. Some folks. Some participants. 290 00:37:51.480 --> 00:38:03.990 John Oppenhimer: You know aren't that comfortable right away. As far as interacting with each other, let alone may not have the confidence to really understand the platform itself in terms of getting in on anything like anything like that. 291


00:38:05.310 --> 00:38:15.030 John Oppenhimer: But in this case, you know, waiting five to 10 minutes getting people settled and getting getting folks to interact with each other or getting participants to 292 00:38:15.900 --> 00:38:22.170 John Oppenhimer: You know, talk with each other, you know, it started out a small talk, and eventually ended up, you know, it ended up being 293 00:38:23.100 --> 00:38:35.190 John Oppenhimer: A back and forth with a handful of handful of participants talking about Premier League football. So that's an example of banter, or just you know example of folks getting comfortable with the online environment. I guess you can say 294 00:38:36.720 --> 00:38:39.540 John Oppenhimer: You know folks are going to be some, you know, some members are just going to be late. 295 00:38:40.590 --> 00:38:47.490 John Oppenhimer: So another big thing too is, you know, welcome members in who joined late. It helps prevent you from coming off too cold. 296 00:38:48.870 --> 00:38:54.570 John Oppenhimer: You want you want people to know that there's a human on the other end of this platform that you're not that they're not talking to robots. 297 00:38:56.700 --> 00:38:58.950 John Oppenhimer: And then also to, you know, something that 298 00:39:00.000 --> 00:39:09.240 John Oppenhimer: You know feature within, within our online online focus group component to the communities platform is we're able to post concept imagery to various products. 299 00:39:10.050 --> 00:39:13.530 John Oppenhimer: So in this case, we were looking at, you know, different air freshener types.


300 00:39:14.460 --> 00:39:24.810 John Oppenhimer: That you know those that you have within your car, whether it's those that you put in your cup holder or clip you know or have hang on your mirror or clip into your into your AC, anything like that. 301 00:39:25.650 --> 00:39:35.700 John Oppenhimer: So any opportunity for you to get creative def certainly do. So, um, so we ran this online focus group. It went about 4045 minutes 302 00:39:36.870 --> 00:39:38.730 John Oppenhimer: And everybody everybody who joined 303 00:39:39.780 --> 00:39:41.070 John Oppenhimer: Have genuine things to say. 304 00:39:42.150 --> 00:39:51.600 John Oppenhimer: And, you know, in the end, something that we really, you know, they realized throughout the data and the research. If you don't, if you don't mind. So you're going to the next couple slides. 305 00:39:52.530 --> 00:40:04.470 John Oppenhimer: So this is an example of the, this is just a little sample of the transaction that are the transcript that we were able to get analyze this is all shown in chronological order. 306 00:40:05.700 --> 00:40:13.950 John Oppenhimer: And this is basically just a back and forth of the moderator and the participants and the participants interacting with each other as well. 307 00:40:14.310 --> 00:40:24.750 John Oppenhimer: And, you know, again, very small sample, but a lot of insights you know a lot of insights about it because we initially you know focused on, you know, okay, how many vehicles have you owned 308


00:40:25.380 --> 00:40:33.240 John Oppenhimer: What kinds of car fresheners. Do you have, you know, why do you have, where do you get them. What kind of sense do you purchase on a regular basis. 309 00:40:34.650 --> 00:40:43.560 John Oppenhimer: What are issues that you've encountered in the past, and then you know as the flow as the, you know, as the conversation went along as as insights were being gathered 310 00:40:44.640 --> 00:40:48.720 John Oppenhimer: You know, there's, you know, back and forth. Definitely became felt more free form. 311 00:40:49.890 --> 00:41:01.800 John Oppenhimer: Now, and we dove into deeper questions. You know what, what are suggestions for future sense that energizer can put you know that energizer can build out or promote down the line, or what are other improvements that could be made. 312 00:41:03.720 --> 00:41:21.240 John Oppenhimer: What could stores and manufacturers do to get you know these new air freshener products, you know, really getting into the mindset of consumer behaviors or just consumer consumer patterns, just on based on where they go to shop. So as a result, you know, following up and following up 313 00:41:23.040 --> 00:41:33.330 John Oppenhimer: With, you know, following up with with survey data, you know, energizer was able to fill in the gaps and, you know, from a creative standpoint, understand that there's a lot of flexibility. 314 00:41:34.350 --> 00:41:40.590 John Oppenhimer: You know that Members, you know, it's not just about the sense, it's, it's about the package design and what would appeal to them. 315 00:41:41.760 --> 00:41:45.930 John Oppenhimer: Because so many, so many folks, you know, provided you know 316


00:41:47.190 --> 00:41:56.640 John Oppenhimer: Gave a little story about their life and how you know they had, they have issues with older within their car, whether it's, you know, having, you know, having a dog or having kids that 317 00:41:57.810 --> 00:42:15.750 John Oppenhimer: You know having kids that are very active or into sports or whether it's having a husband who is tries to discreetly smoke cigarettes without you knowing, you know, things like that. But in the end, and energizer was able to turn this around and, you know, be able to 318 00:42:17.940 --> 00:42:25.440 John Oppenhimer: Be flexible as far as like to create from a creative standpoint, like what what our potential. You know what are opportunities for sense in the future. 319 00:42:26.190 --> 00:42:35.250 John Oppenhimer: What are some ideas about package designs like maybe adding a, you know, an outline of a dog in there that would indicate okay if I have a dog. This might be great to counteract 320 00:42:35.730 --> 00:42:45.990 John Oppenhimer: The around the orders that my dog gives off in the car or something, you know, things like that, as well as claims like product claims like being able to speak more 321 00:42:46.710 --> 00:43:01.410 John Oppenhimer: To the purchasing audience, you know, whether it is like if you have, if you have, if you own dogs and they're in your car loud or if you have kids, you know, if you pick up your kids from school and they were active or they were in the sports, anything like that. 322 00:43:02.520 --> 00:43:06.750 John Oppenhimer: So that was some of the that was some of the information that energizer was able to get 323 00:43:16.200 --> 00:43:17.430 John Oppenhimer: Okay, I'm just gonna open up


324 00:43:22.470 --> 00:43:35.760 John Oppenhimer: Thank you all for for all you know thank you all for for the comments. I'm going to try and make sure I get through all of them as much as I can, as quickly as you can. Or as quickly as I can. I'm just going to read through 325 00:43:37.380 --> 00:43:39.780 John Oppenhimer: And just see what questions that there are 326 00:43:46.470 --> 00:43:53.700 John Oppenhimer: So I have I got a question earlier, um, what can you tell us about the possibility of parallel translation that's actually 327 00:43:54.960 --> 00:44:00.000 John Oppenhimer: That's actually a really good question. Such a because you know I that's actually not even a thought of mine. 328 00:44:01.350 --> 00:44:02.040 John Oppenhimer: Going in 329 00:44:03.600 --> 00:44:12.990 John Oppenhimer: The possibility of parallel translation. I actually need to know more about that. And then I can definitely follow up with you can definitely follow up with with you on that. 330 00:44:14.550 --> 00:44:18.300 John Oppenhimer: question from Cindy show why does the moderator need an alias. 331 00:44:19.680 --> 00:44:25.260 John Oppenhimer: If for any reason is just because we live in such a it because we live in the world of social media now. 332 00:44:27.120 --> 00:44:33.600 John Oppenhimer: You know you don't want to. You don't want to, as the moderator. If you don't want to you know get search on LinkedIn.


333 00:44:34.500 --> 00:44:45.900 John Oppenhimer: Anything that you know anything in which you want to be in the back curtain of but yet running point as far as getting insights done. That's the only reason why a moderator would wouldn't buy an alias, um, 334 00:44:46.770 --> 00:44:54.180 John Oppenhimer: Yeah, just to just to keep things, you know, you want to keep things humane within the study within the, within the virtual room within the focus group. 335 00:44:55.320 --> 00:45:02.970 John Oppenhimer: But anytime the moderator just wants anonymity. That's that would be the only reason for for having for having an alias. 336 00:45:05.130 --> 00:45:15.360 John Oppenhimer: Um, is it possible for another question from such it is it possible for the client to attend a focus group and not be seen by participants, um, 337 00:45:16.980 --> 00:45:34.230 John Oppenhimer: You know i i think that i do think there are there are in lab or in offices, I think, in which you have like to make a two way mirror, things like that. I do believe that that those are possible. Have I been in one of those before I have not 338 00:45:35.280 --> 00:45:36.030 John Oppenhimer: So I think 339 00:45:37.590 --> 00:45:41.070 John Oppenhimer: You know, is it as far as online focus groups, go. That's not really concerned. 340 00:45:42.660 --> 00:45:52.950 John Oppenhimer: A lot of, you know, obviously, a lot of you know officer in lab groups, typically the moderator will be present and will be in the same room and go in and you counsel and


341 00:45:53.520 --> 00:46:07.560 John Oppenhimer: Know will be maybe one or two. No takers in the room as well that's typically that's like traditionally how in lab or on in office focus groups, go. But I do believe that there are there are cases where like, you know, not to, you know, not maybe not. 342 00:46:08.970 --> 00:46:11.970 John Oppenhimer: That there may be rooms where there are like two way mares 343 00:46:13.260 --> 00:46:15.270 John Oppenhimer: Every if ever in a case like that. 344 00:46:16.890 --> 00:46:22.380 John Oppenhimer: I'm getting a question from Lisa. What kind of incentives do we use on 345 00:46:23.520 --> 00:46:36.750 John Oppenhimer: I mean across platforms, it varies within our platform. What we do is we distribute out points and and we can equate that to I mean we can convert that to any dollar value we want within our system, we can customize that 346 00:46:37.290 --> 00:46:48.060 John Oppenhimer: Depending on the level of activities and complexity and length of those activities. But when Members earning collect points and they they can then redeem those points for rewards. 347 00:46:49.110 --> 00:46:57.450 John Oppenhimer: In our case within within question pro by default we offer electronic gift cards so they can range from visa to Amazon to 348 00:46:59.100 --> 00:47:07.110 John Oppenhimer: Any small stores like like Papa John's or Walmart or big stores like like like what like Walmart, anything like that. 349 00:47:08.460 --> 00:47:21.270


John Oppenhimer: But you can also set up custom rewards as well. And those would be unlike, unlike what the platform is automatically able to do though the client would have to moderate those those rewards are the those incentives. 350 00:47:30.870 --> 00:47:40.080 QuestionPro Webinar: Hey, JOHN I believe there's a few more questions that are open in the Q AMP a section. When I go ahead and grab those. If not, I can read those to feel like 351 00:47:41.730 --> 00:47:42.300 John Oppenhimer: I'm 352 00:47:44.280 --> 00:48:01.440 QuestionPro Webinar: And there's a whole bunch in in chat. I know I've answered a few while we're went along. However, we're also going to be capturing all the questions and we'll be doing a follow up FAQ for everyone. And I do see a lot of really good ones here, although we do have some limited time 353 00:48:02.640 --> 00:48:27.630 QuestionPro Webinar: Maybe I didn't really get a good question for you. JOHN and maybe this could help a lot of people ask this, what is, what is the difference or what is the benefit of doing an online focus group in this particular format versus like doing zoom calls or zoom meeting. 354 00:48:30.630 --> 00:48:41.430 John Oppenhimer: Um, I think it's actually really, that's a really good question. Um, I think it just depends on the capacity of the plan of the platform that you're utilizing 355 00:48:42.540 --> 00:48:57.930 John Oppenhimer: Though I mean for me personally, you know i'm i'm certainly open to the idea of of it being zoom calls or things like that, because since I you are you are able to capture data you're able you're able to record, you're able to record. 356 00:48:59.610 --> 00:49:04.170 John Oppenhimer: The online focus group itself. I think it just also to as a matter of 357


00:49:07.950 --> 00:49:20.940 John Oppenhimer: If you don't mind, I said that. The question was how does, how do online focus groups benefit versus like when when done in a virtual room like that versus done within a zoom call, is that correct 358 00:49:21.270 --> 00:49:37.380 QuestionPro Webinar: Yes, correct. Mm hmm. Yeah. What's the difference between doing it like in a zoom webinar like we're doing it right now versus doing an online doing it via focus group via like a discussion, what is the what is the benefit and you got you got most of it, I think. 359 00:49:37.800 --> 00:49:39.270 John Oppenhimer: We're good. Cool. Yeah, I mean, 360 00:49:40.350 --> 00:49:49.440 John Oppenhimer: I will say, if you were to do one on a zoom call that would certainly benefit in that you're able to get the tone, like, as I mentioned before, you know, 361 00:49:50.100 --> 00:50:02.340 John Oppenhimer: If you're able to decipher definitive comments better you can really get the confidence and the tone. But as far as being done on you know being done within like a module which you would have to type your answers. 362 00:50:03.600 --> 00:50:12.390 John Oppenhimer: I think in one way that benefits is being able to go back and do the analysis. Sometimes, sometimes you're not able to articulate what what other folks said 363 00:50:14.010 --> 00:50:20.220 John Oppenhimer: Maybe be just because they were they were spoken over by somebody else but you don't get to have that 364 00:50:21.030 --> 00:50:30.990 John Oppenhimer: When you know when comments are written out. It's great for you know you can you can always refer back to the analysis there, you're not able to try, you don't have to try to interpret


365 00:50:31.800 --> 00:50:43.440 John Oppenhimer: That is, of course, that is, of course, if there was like a misspelling but again something that we as researchers are able to decipher for on our end and also to, like, if ever you want to utilize verbatim. 366 00:50:44.700 --> 00:50:51.510 John Oppenhimer: You know, it's not just about. It's not just about quantitative survey data. But, you know, within your reports, if you if you build out reports. 367 00:50:53.220 --> 00:50:58.440 John Oppenhimer: You know, you're able to really you're really able to pull out the verbatim. And then also to 368 00:50:59.880 --> 00:51:12.960 John Oppenhimer: As humans, sometimes we will say things without really thinking and I and when you you know when you're doing online focus groups and what you have to type in the answers. There's a lot of there's thought and there's care put into it. 369 00:51:14.220 --> 00:51:22.020 John Oppenhimer: Slightly more and there's just in there might be more hesitant into sending something off versus, you were saying something top of mind. 370 00:51:24.870 --> 00:51:36.870 QuestionPro Webinar: Okay, great. And I also had a really interesting question from the audience via the chat. They just wanted to 371 00:51:37.530 --> 00:51:46.890 QuestionPro Webinar: Make sure to go back to the right thing here. I know we started over and chat and kind of move to QA, so I apologize for only one reason why I did that because 372 00:51:47.640 --> 00:52:06.120 QuestionPro Webinar: I was the one showing the screen and john was sharing. So I was able to access the Q AMP. A but I could see the chat. So, so that is why we did it this way. So thank you so much for your patience, we will we will figure this out in the future. But so, so that was, that was the thing


373 00:52:07.350 --> 00:52:23.820 QuestionPro Webinar: So just one more time. I'm going to, you know, what is the benefit of doing the online discussion style versus zoom. Can you just do that one more time. I think there's a few people asking that over and over, and then 374 00:52:24.810 --> 00:52:28.620 QuestionPro Webinar: That so they want to get kind of a clear answer there. JOHN, can you can you do that. 375 00:52:29.340 --> 00:52:31.440 John Oppenhimer: Yeah, certainly. Um, so 376 00:52:33.690 --> 00:52:47.460 John Oppenhimer: Um, I mean, they both benefit and the fact that you are literally you are literally removing physical limitations, you know, you're not reserving a payment for space you're just using a platform, whether it's zoom, whether it's question pro communities anything, anything else. 377 00:52:49.560 --> 00:52:51.120 John Oppenhimer: Going back to so 378 00:52:52.440 --> 00:52:54.180 John Oppenhimer: As far as specific goes, I think. 379 00:52:57.540 --> 00:53:02.670 John Oppenhimer: When members are posting comments when Members are posting comments that rather than saying them within a group 380 00:53:03.600 --> 00:53:10.320 John Oppenhimer: Like if you were looking at if you're wanting to listen to the audio recording. You're going to hear a little bit more banter. Now it's good, it's good to get banter, but 381


00:53:11.100 --> 00:53:21.420 John Oppenhimer: There might be a really strong comment that you just didn't hear well my it's just been foggy audio or or someone was talking someone else was talking over 382 00:53:22.590 --> 00:53:32.310 John Oppenhimer: Things like that, you know, just things that you can really count on quality audio just like how, you know, just like how we were trying to adjust our audio earlier, you know, early in this webinar. 383 00:53:33.480 --> 00:53:37.200 John Oppenhimer: You can always count on that. Whereas if you were to set that up within 384 00:53:38.550 --> 00:53:49.410 John Oppenhimer: You know, if you were to set that up within like online chats and stuff. One, you know, members, you know, permitting that they have internet connection. There'll be able to send off comments, but also to 385 00:53:50.190 --> 00:53:54.810 John Oppenhimer: You know members will put a little bit more thought into what they write versus what they say. 386 00:53:56.070 --> 00:54:02.370 John Oppenhimer: You know, something that comes to mind. You're going to say, more likely, you're just going to say it versus writing out reviewing and then sending off. 387 00:54:04.260 --> 00:54:07.080 John Oppenhimer: It just asked me, your, you know, the 388 00:54:08.490 --> 00:54:12.330 John Oppenhimer: Basically the content. There's more quality and the content, if that makes sense. 389 00:54:13.740 --> 00:54:15.990 John Oppenhimer: But I'm also you know i'm i'm open up it but


390 00:54:16.230 --> 00:54:22.680 John Oppenhimer: You know, I'm not going to be one, it says it this way is better than the other, you know, each each have their own benefits. 391 00:54:23.820 --> 00:54:26.370 John Oppenhimer: There's obviously there's a ton of overlap between the two. 392 00:54:27.810 --> 00:54:33.120 John Oppenhimer: So those are just the things to take into consideration. It really depends on the research that you want to do. 393 00:54:34.740 --> 00:54:44.340 John Oppenhimer: The what approaches, it would approach is that you're trying to take what questions that you're trying to take that you're you're trying to ask from a complexity standpoint, things like that. 394 00:54:45.090 --> 00:54:54.270 QuestionPro Webinar: Okay, great. Yeah, so I mean obviously the answer is just depends, which is probably the market researchers favorite answer to everything right. 395 00:54:55.530 --> 00:55:01.140 QuestionPro Webinar: But I also see every I did see two more questions and then we'll go ahead and wrap it up here but Johnny doing good. 396 00:55:01.620 --> 00:55:10.800 QuestionPro Webinar: And just don't worry like all the questions we're recording all those from chat and also via the Q AMP a section. So we'll definitely share 397 00:55:11.460 --> 00:55:26.460 QuestionPro Webinar: All of these are wonderful. Thank you so much. I do have a question from Allison, she asked, have you noticed any cultural or regional differences and enthusiasm for participating in online focus groups john 398 00:55:27.150 --> 00:55:28.530


John Oppenhimer: Um, so, actually. 399 00:55:30.360 --> 00:55:36.210 John Oppenhimer: It's kind of, it's, it's funny that you asked that question because I have, I have had that experience in the past. 400 00:55:37.380 --> 00:55:38.040 John Oppenhimer: When 401 00:55:39.690 --> 00:55:43.320 John Oppenhimer: You know, with a past company. We did an online focus group about 402 00:55:44.700 --> 00:56:00.870 John Oppenhimer: About a job or product and we were testing it out a mana sample from San Francisco and a sample from New York, I'm being from Connecticut. I know that that demographic is definitely, yeah, I love the hustle, but there's definitely 403 00:56:02.490 --> 00:56:14.700 John Oppenhimer: There's definitely less fluff if if you talk to professionals who are in New York and you know obviously both states have such great energy. But, you know, there was definitely like a. Okay, what, what's the point of this for me sort of thing. 404 00:56:15.810 --> 00:56:22.020 John Oppenhimer: But that's just that's that was just, that's a very, I feel like I'm giving a very specific response, but I'm 405 00:56:24.240 --> 00:56:29.070 John Oppenhimer: I'm trying to you know if that's a really good question because there's certainly there always is. 406 00:56:30.330 --> 00:56:34.650 John Oppenhimer: Because from a geographic standpoint, there are just, they're just going to be different lifestyles. 407


00:56:36.060 --> 00:56:39.120 John Oppenhimer: You know, if you're living in New York, you're probably not going to be, you know, 408 00:56:40.560 --> 00:56:43.440 John Oppenhimer: Yeah. And if you're living in New York, you're probably 409 00:56:44.700 --> 00:56:53.130 John Oppenhimer: Not going to be in a car as often. Like, I'm just going back to like talking about like car air fresheners or things like that, you know, living in New York City, you're probably not going to be in a car as often. 410 00:56:53.820 --> 00:57:00.360 John Oppenhimer: As you would be if you were in California or like, like, in particular, Northern California and 411 00:57:01.530 --> 00:57:05.850 John Oppenhimer: Things like that. So definitely a lot of it pertains back to like 412 00:57:07.440 --> 00:57:18.420 John Oppenhimer: About general lifestyles and a lot of things come into play like there is, there are you know that there are cultural that there are cultural differences and then they're just personal norms personal values. 413 00:57:19.830 --> 00:57:23.670 John Oppenhimer: And then they're just given circumstances mean by that, meaning like where are you 414 00:57:25.110 --> 00:57:32.160 John Oppenhimer: You know how old are you, and just normal, you know, things that would have an effect on your lifestyle like what do you have. Do you have kids in your household or not. 415 00:57:34.140 --> 00:57:35.160 John Oppenhimer: You know, things like that.


416 00:57:36.180 --> 00:57:46.170 QuestionPro Webinar: Right. Right. Yeah, there's a lot of really good questions here about, you know, the cultural differences and I do agree with what john has said it really just depends, you know, 417 00:57:46.770 --> 00:57:54.510 QuestionPro Webinar: I think now, especially with social distancing being a global thing we're all craving connection. We're all craving seeing people 418 00:57:55.080 --> 00:58:03.300 QuestionPro Webinar: Via in person. It's on a video, it's just, it's just what we want. I mean, humans are humans and we crave true human 419 00:58:03.750 --> 00:58:14.310 QuestionPro Webinar: Interaction and so that's why you know I see why a lot of people are asking these types of questions. And so having both is is key also knowing your region, knowing 420 00:58:14.550 --> 00:58:28.110 QuestionPro Webinar: The culture that you're working in is is going to be helpful as you transition and use this to augment your studies. So I think that's a wonderful, wonderful point that you have. So we have one more question for you. JOHN 421 00:58:29.280 --> 00:58:36.420 QuestionPro Webinar: And I think this is a really good one. Just to kind of end so everyone can kind of think about this. And of course, like it you know 422 00:58:37.380 --> 00:58:44.100 QuestionPro Webinar: Before we and also make sure we get you to do your conclusion and see if there's another ways that people can reach out to you. 423 00:58:44.850 --> 00:58:58.470


QuestionPro Webinar: This one is from an Android user and she wanted to know if if there's any online focus groups have they been used in scientific research or how can you use online focus groups. 424 00:58:59.640 --> 00:59:12.240 John Oppenhimer: Um, so a way to do that. Yes. Typically, you know, typically, when you're doing product tests or whenever you doing like scientific research. Yes, they would want you in in office or in lab. 425 00:59:13.710 --> 00:59:15.300 John Oppenhimer: If that wasn't available. 426 00:59:16.440 --> 00:59:22.470 John Oppenhimer: Like in the past we we worked on focus group with Procter and Gamble and we, it was 427 00:59:23.910 --> 00:59:29.880 John Oppenhimer: It was about a new Gillette razor. So what we were able to do, is it really depends on the resources that you have 428 00:59:31.200 --> 00:59:41.130 John Oppenhimer: They had the members, they have the members to join, but they also had their contact information. They had their mailing information, they were able to send them. They were quite literally able to send them. 429 00:59:42.540 --> 00:59:53.160 John Oppenhimer: A new razor, a new a new razor for sensitive skin to try out, literally. What was it like the first time you tried it. What was it like the next few times after you tried it. 430 00:59:53.520 --> 01:00:05.160 John Oppenhimer: And it was a lot of focus and a lot of it was follow up on you know do you, do you foresee yourself using this. What were some of the disadvantages of using it, things like that. So it's not, you know, if you want. 431 01:00:06.480 --> 01:00:10.530


John Oppenhimer: In the moment you know you know in the moment, sort of scientific research. 432 01:00:11.640 --> 01:00:26.940 John Oppenhimer: It is possible. I mean, obviously, if you can get everybody together and make sure that they have you know the products that they're testing or the research that they're conducting on hand, then great, especially if you're too if you're doing video chats are doing video calls 433 01:00:28.740 --> 01:00:44.220 John Oppenhimer: But, you know, it would be something where it sort of be a step by step process. If you were to do it on my focus group that involves online chatting rather than rather than, you know, for, you know, rather than always sir voice and video 434 01:00:48.060 --> 01:01:04.170 QuestionPro Webinar: Right, okay, sounds great. And let's go ahead and wrap this up. I know we have a few other questions I'm capturing them as they go along in both the q&a and the also the 435 01:01:05.640 --> 01:01:15.780 QuestionPro Webinar: chat section. So like I said earlier, wasn't able to access the Q AMP a while. Everything was going so I appreciate everyone being patient and putting the chat. I really 436 01:01:16.140 --> 01:01:28.560 QuestionPro Webinar: Thought was super engaging. Lots of people have tons and tons of things. So before we go, let's go ahead and just share my screen on my time let's hold on a second. So make sure I got it right here. 437 01:01:31.980 --> 01:01:32.520 John Oppenhimer: Well, thanks so much. 438 01:01:33.120 --> 01:01:47.430 QuestionPro Webinar: Yeah, no problem. Let me make sure I've got everything that you need. So you can see I kind of had to switch back and forth with a few days. So, okay, you guys can see my Q AMP a screen here, right, everything looks good on your end,


439 01:01:49.380 --> 01:01:50.520 John Oppenhimer: Oh yeah. Yep. 440 01:01:52.080 --> 01:01:56.280 QuestionPro Webinar: Okay, great. Yeah. So go ahead and conclude, and I think we'll go ahead and wrap it up. 441 01:01:56.790 --> 01:02:02.940 John Oppenhimer: Cool, thanks guys. You know, thank you all for attending today. Again, yes, we will follow up. 442 01:02:04.050 --> 01:02:13.530 John Oppenhimer: You know, and we'll make sure to address any all questions will be able to make sure that you post this so it's available for you if you ever need to listen again. 443 01:02:14.880 --> 01:02:20.640 John Oppenhimer: You know, feel free to, you know, this is my contact info. So feel free to reach out if you have any, any questions or comments. 444 01:02:22.050 --> 01:02:29.580 John Oppenhimer: You know, let me know. Yeah, yeah, that would definitely be happy to help. As far as like general best practices or how to use anything like that. 445 01:02:30.510 --> 01:02:37.830 John Oppenhimer: Or is anything or if anything regarding question pro platforms, certainly, let us know. But, you know, thank you so much for attending today. 446 01:02:38.160 --> 01:02:58.200 John Oppenhimer: This was the first research webinar of 2020 the first of six, and we hope you are there on Tuesday, May 19 same time so to two o'clock eastern 11 Pacific like I did that math right where and I will be talking about card sorting. So, yeah. 447 01:02:59.820 --> 01:03:01.230


John Oppenhimer: Again, feel free to 448 01:03:02.250 --> 01:03:10.950 John Oppenhimer: Shoot me an email or connect with me on LinkedIn. If you have any questions, comments, concerns and yeah definitely look forward to seeing you guys again. 449 01:03:12.090 --> 01:03:16.140 QuestionPro Webinar: All right. Great. Thank you so much. JOHN. Have a good one. Everybody say same 450 01:03:16.290 --> 01:03:17.280 John Oppenhimer: One. Thanks. 451 01:03:23.250 --> 01:03:23.640 QuestionPro Webinar: Thank you. QuestionPro webinar Q&A: Online focus groups - Take that, social distancing! Q: When we say no body language....does that mean we are talking about only over the phone and not on video? Q: This sounds like Bulletin Board groups. What about online focus groups - then you can capture facial expressions and the group will also "bond" better. Q: Sorry, that was not clear to me. What is the benefit v. Zoom. Seems like you can control the room similar to in-person groups. Also, recordings can be transcribed - like in-person groups. A: That is correct - with video, you as the moderator are able to notice things like body language, or facial expressions as well as other types of hints or gestures when you watch the recording. This is certainly more of a barrier when you’re running online focus groups within a platform that communicates through text, where responses are purely thought-provoked. A: While I don’t recommend using Zoom for focus groups (for technical or bandwidth reasons), if you have contact information for your prospect-participants handy, you can


utilize Zoom as an alternative avenue, as long as you take the right security measures with the Zoom application. Q: Given modern video capabilities, do you recommend doing focus groups with videos turned on? Then you could see body language and participants might feel more engaged? A: You could do both! It really depends on what your end goal is. Q: On your slide of disadvantages, what about security issues for some people to participate? A: The moderator will have security tools to enforce structure and security. Participants are to be vetted prior to the live session. Q: I would be interested to hear when you would not conduct an online FGD. A: So long as you have the budget, the space to invite people into, and the representative target-audience, you can conduct a in-lab or in-office focus group for any study. They’re specifically useful if you’re running a Product Testing study in which you really want members to all be in the same physical space so that the insights you obtain are done through dynamic interactions among your participants. Especially too if you’re trying to get reactions and perceptions on something that participants haven’t seen before, like a product or service that you want evaluated early in its lifecycle, or if there are potential prototypes or new designs of already-existing products or services that aren’t yet available in the market. Q: Are there talking points in the notes section on each slide for us to review as we look at the deck? A: While there are not any talking points included in the notes section, I do have both a blog about Online Focus Groups as well as the recording of the webinar included below: Blog: https://www.questionpro.com/blog/research-webinar-online-focus-groups/ Webinar Recording: https://www.questionpro.com/webinar/research-webinar-online-focus-groups.html

https://www.questionpro.com/blog/research-webinar-online-focus-groups/

https://www.questionpro.com/webinar/research-webinar-online-focus-groups.html


Q: So the Question Pro platform has people type their answers online? There is no visual interaction using a Zoom-like platform? A: As of right now, that is correct. Though we are in the midst of pushing out some new features, one of which is having video display, so stay tuned for that! Q: Some of my clients are reluctant to do online focus groups for all the reasons John mentioned about the advantages of live feedback. How does he convince his clients that remote feedback will provide quality results? Q: What has been the engagement level on these online focus groups? A: Within our platform, most clients choose to incentivize participants in points, which can be redeemed for various rewards. We also make sure to communicate that in-advance, as long as each participant is consistently providing insights in the chat, and that they’re responses are both appropriate and relevant to the study. If participants know that right off the bat, they’ll make sure to invest both their time and yours in providing feedback that leads to quality results. Q: Hi, regarding the Discussions module available in Qpro Communities something we found missing is the ability to have observers; being able to invite the client(s) to the sessions as an observer (where the client can interact with the moderator but not with the participants) is something important for us. Is there a plan to add this feature in the future? A: If the agreement/contract with your client permits, you can manually create member-accounts for your clients so that they can join the community as fake members and ‘shadow-in’ on the discussion. From there, if the client and moderator needed to reach out to one another - they can send private chats within the activity in the module. Alternatively - you can set up a Zoom call with your clients while simultaneously shadowing-in on the discussion. Q: How do you recruit the right/most relevant people to join your focus group? Any best practices? Q: As a small business, we don’t have access to a diverse, relevant group of people that would be compelled to join an online group like this…I’m sure Energizer offered some incentive to the group participants? A: Whether you decide to recruit your members from a survey that you’ve already conducted, through social media, or through customer lists or research panels. You want to make sure you pre-screen your members in advance so that they fulfill the criteria that would represent the target-audience of the brand, product, service, or concept that you’re trying to test. *If


you’re recruiting your audience based on data from a past survey that also includes open-ended questions, select those respondents who give high-quality open-ended responses. This will give you higher confidence that the participants you recruit will provide genuine insights and that their motive to participate is brand-forward or product-forward. Q: What can you tell us about the possibility of parallel translation? A: Within QuestionPro’s discussions module, we do not have a feature in place that will auto-translate responses on the spot. If you ever need translations, we have a Translations team that can review the transcript and convert to the language that you need. Q: Does the platform also support live conversation or is it limited to live chat? A: The platform is limited to live chat, but as the moderator, you can also send private messages to any of your participants. That way you don’t stop the flow of the conversation among the rest of your participants, and you’re able to deep-dive and explore a participant’s idea or comment and you can follow-up with them and get more granular feedback at the same time. Q: How long are people able to tolerate the text-based FGs? It seems like it would be shorter than a visual FG. A: Similar to in-lab or in-office focus groups, you’d want to keep online focus groups to within 45-90 minutes. Anything shorter than that won’t provide you the granular insights that you’re looking to find. Focus groups that are longer than 90 minutes can cause most participants to tire, which could lead to some participants being more active in the conversation than others -or- can lead participants into saying something different from what they actually would do. Either of which can lead to misleading data. Q: Are we gonna have a demo of the feature. I for one have not used this feature before would like to see how it works. A: If you’d like to have a one-on-one demo of the Discussions module, as well as for any features within QuestionPro Communities, please contact [email protected] and we can schedule a time for that. Q: Hello I am going to list questions as I do not want to forget them. They can be answered later. Why would focus groups be anonymous as most are likely not. I am assuming there

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are introductions and maybe an ice-breaker activity? Does your platform eliminate the need for a person to take notes pertaining to feedback? Do you offer any incentive for people to participate in a FG? good question re the text based FG’s…I was wondering the same thing. Q: Is it possible for the client to attend a focus group and not be seen by participants? Q: Why does the moderator need an alias? Is this for a blind study? A: Keeping the moderator anonymous is beneficial if you want to prevent these participants trying to research you. Also, by having the option to keep members anonymous (e.g. usernames), you help remove the social constructs that could exist in-person, and it gives participants more comfort in speaking their mind and being more honest, which leads to accurate data and insights. A: Currently we do not have a feature to allow ‘ghost-attendees’ into the online chat room. Though we are in the midst of pushing out some new features, one of which is having ‘ghost-attendees’ included, so stay tuned for that! A: Often, it will be a client request, or the client’s decision, to have the moderator be anonymous. Q: I could see anonymity being a benefit for certain populations. However, I think you need to weigh the trade offs. If there were both options in QP, that would be ideal. Q: This is great. But where can we find more information with security settings regarding this online focus groups since IRB may raise privacy concerns about current online conferencing software. A: Within QuestionPro Communities, where we house our Discussion module, you can enable or disable a feature in which comments posted by members will show a username that they created, rather than having their first/last names appear. Q: Do you know if online focus groups have been used in scientific research? A: Absolutely! Focus groups in general are meant for that human interaction and connection so that you can better understand the ‘why’ to a certain research question or focus. Q: In what circumstance, other than scientific study, would you not use an online focus group? A: Outside of general complications with budget, resources or organization, anytime in which the questions you ask are more nurtured for quantitative insights than they are for qualitative insights, or if you realize the insights you’re trying to gather represent groups (the


collective) of you target-audience rather than the individual sums of these groups, then you’re probably better off using different research methods (e.g. surveys).

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QuestionPro webinar transcript: Online focus groups - Take that, … · 2020. 5. 11. · QuestionPro webinar transcript: Online focus groups - Take that, social distancing! John Oppenhimer: