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
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