Online Focus Groups and Qualitative Online Communities

10 Benefits of Online Communities

Online Communities is the recommended Online Focus Groups methodology for gathering consumers’ language about your product or brand or messaging. You can effectively test and refine alternative concepts – positioning, messaging and packaging.  

  1. The ability to spend more time with each respondent.
  2. Yields richer, well-thought-out responses.
  3. Increases the ability to capture hard-to-reach respondents (e.g., physicians).
  4. Greater ability to change direction on the fly means more robust responses to a wider array of questions.
  5. Gathers respondent-generated media and know what they mean.
  6. Minimizes any influence the respondents have on each other, thus removing bias.
  7. Manage dominant personalities with ease.
  8. Instant transcripts.
  9. No geographic limitations for respondents, clients or moderators.
  10. No travel time and no travel costs.
Online Communities is the recommended Online Focus Groups methodology

In-depth research is possible with the technology we use. You can field and collect open-ended text, photos, videos and more. There’s an intuitive respondent interface that makes this super easy. There are various media mark-up testing capabilities like heat mapping available. Advanced exercise types like card sorting, imagery arrays, fill-in-the-blank, drag and drop, and Quali-Quant tasks. Various question visibility types such as group-like (social), uninfluenced (see others’ responses only after post) and one-to-one interviews (private). There’s even a real-time client observation capability built-in with virtual backroom messaging and collaboration features.

We are skilled at various qualitative online focus group methodologies, including:

Online Communities (Asynchronous)
  • Shorter-term “Pop Up” communities are conducted online asynchronously over 3-5 consecutive days.
  • Longer-term “Always On” communities are conducted online asynchronously over an extended time frame, such as 3 months to multiple years.
Real-Time Online Qualitative
  • Video Focus Groups
  • Video In-Depth Interviews (IDI’s)
Mobile
Ethnography
  • This is conducted via smartphone to capture in-the-moment home interviews, Shop-Alongs and Dine-Alongs.
Here’s how it works…
focus group moderator

Respondents enter the Pop-Up Online Community each day and answer that day’s programmed questions, and/or comment on the responses of other participants.  Open-ended questions are used. Various types of media, including video, are shown and/or collected from respondents.

Gain Vital Customer Insights and Create a Competitive Advantage

Respondents, anywhere in the world, can log in at their convenience, day or night, and spend time reading and providing thoughtful input free of restraint.

Qualitative Market Research

By keeping respondents anonymous, responses are more open and honest. It also means there’s less social pressure and thus less bias. The study sponsor can be blinded or the study branded, according to your objectives.

Online Focus Groups Online Communities

The Lead Moderator monitors the online discussions throughout each day.  Deeper conversations are built on-the-fly around key aided and unaided threads. By adding follow-up questions and probes, respondents are directed to reply with additional meaningful details and feedback the same day.  Members of the client team can view the entire discussion, on the same platform, in real-time, although invisible to the participants. 

online focus groups

We can employ a variety of research techniques, including projective exercises, product concept testing, marcomm markup activities with heat mapping, co-creation tasks and directing respondents to specific Websites and online prototypes for evaluation.  The result is a rich abundance of actionable data and strong dialogue among and between your target audience.

When you need help with:

Category and Brand Exploration
New Product Concept Testing
Branding Studies
Package Design Testing
UX Testing

When you need help with:

Category and Brand Exploration
New Product Concept Testing
Branding Studies
Package Design Testing
UX Testing
WHAT OUR CLIENTS HAVE TO SAY ABOUT FIELDING ONLINE COMMUNITIES WITH US…

“As usual, you delivered out a well written comprehensive report. I appreciate the added value of the compilation of the Wound Care Central postings.  Holly it’s been a pleasure working with you too. I hope our paths cross again in the future.”

 

Client  |  Consumer Insights Specialist  |  Consumer Health Care Division, 3M

It’s Decision Time
free downloadable guide

Choose to uplevel your Qualitative marketing research with new possibilities, deeper consumer insights and greater brand growth.

See How Online Focus Groups Stack Up with Traditional Qualitative Methodologies
LET’S WORK TOGETHER

Do you want to exceed your Qualitative research goals with custom-designed online focus groups and online communities that address your unique needs? We’re happy to answer your questions and setup a complimentary meeting.

    It’s Decision Time
    free downloadable guide

    Choose to uplevel your Qualitative marketing research with new possibilities, deeper consumer insights and greater brand growth.

    See How Online Focus Groups Stack Up with Traditional Qualitative Methodologies
    LET’S WORK TOGETHER

    Do you want to exceed your Qualitative research goals with custom-designed online focus groups and online communities that address your unique needs? We’re happy to answer your questions and setup a complimentary meeting.