Open for business

Editor’s note: Matthew Harrison is director of B2B International, a White Plains, N.Y., research firm.

The technological revolution of the past 15 years has led to the rapid development of online data collection methodologies. Of these, the online survey is the most established, being regarded as an excellent way of obtaining the views of large numbers of respondents in an accurate and cost-effective way.

More recently, online focus groups have emerged, making it possible to obtain qualitative information online. This evolution has been driven not only by the speed and sophistication of new technology but also by respondents’ willingness - or even their request - to provide their views over the Internet rather than face-to-face or over the telephone.

In our view, the most reliable market research data is obtained by engaging the interest of the respondent. This is achieved through a subject matter that is perceived as relevant and is also dependent on us communicating through a medium of the respondent’s choosing at a time that suits them.

This article outlines the principles of online focus groups, before examining the 13 key benefits of the technique, some limitations and offering thoughts on the future of the technique.

Key difference

The experience of the online focus groups we conduct is similar to that behind Internet message boards. Participants are given a user name and password to access a secure Web site, on which questions about the research topic are posted. The participants are asked to reply to each question, rather like they would with an online questionnaire.

A key difference with an online focus group, however, is that every participant sees the responses of all of the other respondents and is asked to respond to these views as well as to the initial question posed by the researcher. In addition, the researcher inserts questions as the discussion develops in order to probe areas of particular interest or to gain further information on new topics that participants introduce to the discussion. In this way, a real-time, dynamic discussion develops between the researcher and the respondents, just as would be the case with a face-to-face focus group.

Online focus groups can take place for a defined period of, say, 90 minutes, as with a face-to-face focus group. In this case, all respondents are asked to log on at the same time and give their views on a variety of issues throughout that period. In our view, however, online groups are more effective when spread over a period of two days, with respondents entering the discussion at different times to suit their convenience. Our experience also shows that two-day groups generate more considered opinion and a greater volume of information, advantages which are discussed in detail later.

13 reasons to conduct online B2B focus groups

1. Volume of information

One of the factors instrumental in limiting the growth of online research techniques has been the view by many research buyers (and indeed agencies) that e-research is only suitable within very limited boundaries: short questionnaires consisting mainly of closed questions.

The increasing success of online focus groups is giving the lie to this perception, however, and emphasizing the immense potential of online qualitative research. The volume of information generated by our online focus groups has shown that a high proportion of business respondents provide more information in an online discussion than they would if the same discussion were held face-to-face.

Our results show that, once respondents have agreed to join the discussion, they are happy to log on two, three or more times over the duration of the group (typically a couple of days), providing perhaps two hours worth of comment each. Compare this with a conventional 90-minute focus group between eight respondents - here each respondent will average a 10-minute contribution.

2. Depth and quality of information

Of course, obtaining a large volume of information is all very well. Of more importance in qualitative research is that the information obtained is in-depth and provides a profound understanding of the issues under scrutiny.

Examination of the data obtained by online focus groups indicates that there is no significant difference in the depth of information obtained in comparison with face-to-face groups. Just as in face-to-face groups, specific issues can be probed in detail where extra detail is required.

An online focus group typically generates around 10,000 to 12,000 words and this transcript is available immediately on completion of the group. This is a very similar output to the number of words from conventional focus groups run in viewing centers, although there is a significant difference - the output from an online focus group can have more pertinent comment. People give more consideration to words that are typed than words that are spoken - there is far less waffle!

3. Reflection time

Online groups allow reflection time when it comes to considering questions and topics introduced by the moderator. Whereas a face-to-face group takes no more than two hours, putting pressure on the moderator and respondents to cover issues quickly, the online focus group takes place over the course of two days, with respondents entering and leaving the discussion as they choose. This provides valuable reflection time, increasing the chances of respondents saying what they really think rather than making rash statements.

Online focus groups mirror the business-to-business decision-making process. Most business-to-business decisions require consideration. Very often views can change as people think about the question and sleep on it. The focus group spread over two days allows respondents to do just this.

4. Accuracy and granularity

A simple reason why online groups can be extremely accurate is the fact that this is a self-completion technique. The researcher receives, in written format, the views of the respondent as expressed by that respondent.

Also important, online focus group software allows respondents to be individually identified far more easily than in a face-to-face group. Respondents of a different genre (e.g., customers and non-customers) can be mixed into one group, while researchers and clients watch the debate knowing who is who. Indeed, responses can be sorted by respondent or by company, meaning that online focus groups can provide far more granularity of response than their face-to-face counterparts.

Thirdly, the higher numbers of respondents on online focus groups (often up to 20, and sometimes more) mean that an element of quantitative questioning and analysis can be incorporated. Indeed, online focus group software allows us to construct “polls,” which are effectively mini-surveys of chosen questions, in which respondents can only see others’ responses when they themselves have contributed a response.

5. Inclusiveness

Online focus groups are an inclusive technology, allowing everyone to take whatever time they want to have their say, and to do so anonymously if they choose. Therefore, respondents who may by nature be intimidated or reticent in a face-to-face group may be more likely to speak up when they are not eyeball-to-eyeball with respondents they perhaps see as more knowledgeable, influential or articulate, or who simply speak loudly and are inclined to interrupt. In an online discussion, there is no reason for the less-vocal to have less of a say!

Furthermore, in a two-day online discussion there is an opportunity to write more. Because there is no time pressure (as there is in a group lasting 90 minutes), people can be more relaxed about their typing speeds and take their time to express their point. Someone with 40-words-per-minute typing speed is not at the mercy of someone who types 120 words per minute.

6. Honesty of respondents

The face-to-face focus group is often vaunted as an excellent means of relaxing respondents and getting them to open up, and we would certainly concur. The same holds true online, where the results from a high proportion of our focus groups suggest that the perceived anonymity afforded by a Web-based discussion further increases respondents’ frankness.

7. A better spread of respondents

In a conventional face-to-face focus group, participants with a shared interest are gathered at a viewing facility. Very few respondents are willing to travel for more than half an hour to take part in such a group, however large the incentive.

Clearly in a virtual group, logistical restrictions linked to geography do not apply. Respondents can be gathered from all over the world to take part in the discussion. This means that in markets with sparse, low-incidence audiences (and this applies to many business-to-business markets) there is a new opportunity to bring respondents with a similar interest together.

8. Incorporating different geographies and time zones

A key distinguishing characteristic of online focus groups is the flexibility that is afforded in terms of time. In a face-to-face focus group, clearly all respondents must be gathered at the same venue at the same time, and for the same length of time.

In the case of online focus groups, however, respondents can dip in and out of the conversation at their convenience, returning to issues of interest as extra comments are added. Comments and questions are not ephemeral as in a face-to-face discussion - once a question or view has been aired, it stays on the discussion board for the duration of the discussion, for everyone else to respond to. This allows respondents from different geographical locations and time zones to take part in the same conversation.

9. Researching senior respondents

The more senior the target audience, the more sparsely they are spread, the more they value their time, and the more difficult it is to assemble such an audience in the same room at the same time. When research agencies are asked to research the views of directors and other senior respondents, the typical response is to recommend an in-depth face-to-face or telephone interview.

The advent of the online focus group, however, removes many of the barriers preventing an interactive discussion between senior businesspeople. Ten heads of businesses spread across the world can all take part in the same discussion, and the respondents can fit their contributions around their busy and fast-changing calendars. Furthermore, senior people are usually well-educated and relatively IT-savvy, making them extremely responsive to the online discussion format.

While it should be cautioned that convincing high-level, time-hungry respondents to take part in market research has not become a piece of cake overnight, the online focus group is a tool that is proven to increase access to senior respondents and engage their interest.

10. Participation rates

The fact that online focus groups can be spread over a period of days has great implications in terms of participation rates. In any face-to-face focus group, the researcher must seek a suitable time and venue at which to assemble the target audience. Inevitably, some invitees then have to pull out shortly before the group due to work or home pressures, traffic, etc.

An online group, however, can easily be worked into the respondent’s day (or indeed his/her leisure time). There is no need for it to be booked in the diary at a specific time; the only restriction is that the respondent must be able to gain access to a computer and spare an hour or so in total over the course of the group. This has proved to be extremely beneficial to research agencies and clients alike. Firstly, the costs of recruiting respondents to online discussions are lower than for face-to-face discussions, as they occupy a much less rigid place in the diary. Secondly, once participants have been recruited, they are much less likely to pull out at the last minute due to extenuating circumstances, as they can simply take part in the discussion at a different time of day (or night).

11. Introducing stimulae to the conversation

In online discussions, we are limited to displaying stimulae on screen (stimulae can then of course be printed out by respondents). But for physical objects which we want the audience to touch, feel or smell, some kind of tangible contact between the respondent and the stimulus must be arranged.

Nevertheless, online focus groups can be extremely effective at providing on-screen visual stimulae to respondents. Questions can include embedded images, links to Web sites and uploaded documents in addition to links to video clips, sound files and other multimedia files. As with the questions themselves, respondents can look at the stimulae for as long and as frequently as they wish, taking time to consider their views before expressing them.

12. Everyone has an equal say

One of the major weaknesses of a conventional focus group is that they can be hijacked by two or three respondents who are dominant, extroverted or who enjoy using it as a platform for their views. The other six or seven respondents may say relatively little and their views get overlooked. In online focus groups the spread of comments from different respondents is more evenly distributed. Everybody gets their say and has time to say it.

It is also worth pointing out that in a conventional focus group it is difficult for a moderator to manage more than 10 people. Indeed a focus group with 10 people in it would be quite daunting to some respondents, who might choose to sit back and say very little. In an online focus group, respondents do not get stage fright as they are on their own and in the comfort of their office or home. They are not intimidated by their colleagues or by the strange venue with the viewing mirror and so are likely to open up more.

13. Client participation

In most cases, clients understandably wish to view focus groups firsthand, recognizing that this is an excellent means of hearing the target market’s independent and honest views with their own ears. Most face-to-face focus groups are therefore conducted in viewing facilities with one-way mirrors.

In the case of an online focus group, viewing the proceedings as they happen is rather easier. Clients are provided with a user name and password, allowing them to view the conversation at any time of day or night. As online focus groups tend to take place over a couple of days, this allows the client to liaise with the agency and steer the conversation towards the areas that interest them most over the duration of the group.

Not suited to every project

We have argued strongly in favor of online focus groups and discussed their merits in detail. Like any research tool, however, it must be acknowledged that online groups are not suited to every research project. In addition to the limitation with presenting physical stimulae for respondents to touch, feel or smell, it must be recognized that certain target audiences are less suited to online groups than others.

An obvious point is that the more Web-savvy the audience is, the more suited that audience is to the online focus group technique. IT managers are ideal participants for an online group, and office-based employees are, on the whole, extremely receptive to the technique and comfortable with the technology.

Non-technical, manual employees - particularly those who are advanced in years and those who are below management level - are the least responsive to, and as a general rule the least comfortable with, the technology. We would perhaps not expect an online focus group with farmers or miners to be enormously successful, and experience tells us that online groups with mechanics or other blue-collar workers, while achievable, result in a high number of technical queries during the project. Nevertheless, there are now extremely few target audiences that should be regarded as out of bounds for an online focus group.

It is also worth mentioning one or two limitations that online focus groups share with face-to-face groups. Firstly, recruitment is initially conducted by telephone, which is relatively labor-intensive and expensive. E-mail recruitment has a very low success ratio, as target audiences tend to regard invitations as junk mail. In business-to-business markets with a limited target audience, a target database that is often limited in accuracy and a complex decision-making unit to navigate, this technique is rarely viable. However, once the respondent has agreed to take part, contact from that point onward is online, with log-in details, a link to the site hosting the discussion and instructions on how to take part in the discussion all e-mailed to the respondent. A technical helpline is provided for the occasions when respondents have difficulty navigating the discussion.

Finally, many would argue that in certain situations, there can be no substitute for seeing and hearing a respondent give their views on one’s product or service. Body language, tone of voice and other visual signals are simply not picked up by online research techniques.

Increase the prominence

With worldwide expenditure on online research predicted to almost treble over the next three years, the future would appear to be bright for most online techniques. We predict that the following factors will increase the prominence and effectiveness of online focus groups:

  • Businesspeople’s increasingly busy schedules will make online focus groups a more viable option than face-to-face focus groups.
  • Target audiences’ increasing familiarity with bulletin boards and similar technologies - both in the workplace and socially - will make it easier to convince respondents to take part in online focus groups.
  • We can expect a blurring of the  line between online focus groups and online surveys, mirroring the blending of qualitative and quantitative research taking place across the research industry. We expect “super-groups” of up to 50 people to emerge, with a large number of closed “poll” questions supplementing the usual open-ended questioning. We may also see groups lasting a week or two in order to maximize response rates and cover a greater number of topics.
  • The ability of audiences to take part in online focus groups will further increase as mobile phone technology becomes increasingly sophisticated and user-friendly, allowing participants to take part via their cell-phone handsets.
  • Online discussions are likely to move further into traditional qualitative areas, with respondents using not only words but also emoticons, colors and shapes to express their moods and feelings as well as their views. This trend will be driven both by increasingly well-presented interfaces and by the growing familiarity of the target audience with bulletin board technology.
  • Online focus groups are likely to incorporate high-resolution, moving graphics, particularly as stimulae for respondents. This will make online focus groups even more viable for product development research in particular.
  • The immunity of online focus groups to geographical and time-zone restrictions means that online groups are likely to emerge as a useful opinion-tracking technique. It is far easier to reconvene a group of respondents online than it is in a focus group facility. The quantitative capabilities of online focus groups make them all the more suitable to tracking research.
  • As the capabilities of online translation software increase, ultimately we would expect respondents speaking different languages to be able to participate in the same discussions via simultaneous translation tools. This will open a completely new frontier in international market research - for the first time respondents speaking different languages will be able to interact directly with each other.