Editor's note: Tammy Sachs is president of Sachs Communications Group, a New York-based company that specializes in screening and editing videotapes of qualitative research.

As we've all experienced, videotape of focus groups can range dramatically in quality- from wonderfully vivid and real to a fuzzy image that is painful to watch and listen to. Unfortunately, it often costs just as much (and sometimes more!) to obtain the latter.

While focus group videotape will never be broadcast quality-nor should it be-we have found that providing a facility with a list of videotaping specifications results in markedly better sound and picture quality. Below are listed the specs that we give to facilities to optimize videotape quality in a typical focus group setting. It is divided into two sections:

  • what you can ask of the facility
  • what you can do personally when conducting the group

What you can ask of the facility

Most facilities have either an on staff A/V person or a sub-contractor they use regularly. Ask to speak directly to them. They are typically very knowledgeable about the room conditions and equipment and are extremely willing to help.

Explain to them that the tape will be edited for presentation purposes, and, as such, good sound and camerawork are crucial.

1. Ask for the quietest respondent room in the facility-the one that is the farthest from street noise and the air conditioner generator. Keep blinds and windows shut. If possible, cool the room before the group so you can turn off A/C during the group. A/C noise is the worst offender of focus group tapes. Anything you can do to minimize it will help.

2. Always record on 3/4" (vs. VHS) tape-it records and holds a better picture when editing down a tape generation or two. SVHS and Hi-S are also good formats, however, they require converting the tape to 3/4" in order to edit at many editing houses. Converting takes time and is not cheap (roughly $75 per hour).

3. Ask how the sound quality is-if possible ask for a sample. If you have any concern, ask the facility to use PZM table mikes. The problem with the ceiling mikes found in many facilities is that they are right underneath the A/C vents, so they pick up A/C noise better than they pick up people's voices. PZMs are good, cheap, unobtrusive mikes- easy to place on the table and hook up directly to the camera, bypassing the existing sound system. Most facilities have them or can easily get them. If the facility has PZM ceiling mikes, they are O.K., too. If possible, ask the A/V person to use PZMs with an air conditioning gate. This allows you to selectively eliminate air conditioning noise while recording.

4. Insist that all camera work is always manned-even for one-on-ones. There's nothing worse in editing than a faceless voice out of frame.

5. Ask the facility if the room has sufficient light. If not, ask them to use standing or wall halogen lights (one that look like modern home lamps) bounced off the ceiling. This will help eliminate the grayish, grainy look you get with insufficient light.

6. Insist that facilities use brand new, professional quality tape stock and that the cameraperson changes the tape at the one hour mark during a pause in conversation (a question, a writing exercise, viewing ads, etc.) so as not to lose important quotes. It is best not to use the very beginning or end of the tape if possible as this tape is more vulnerable to damage and flaws. Also, have the cameraperson clearly label each tape and tape cover with date/time/city, tape number (e.g., Tape 1 of 2) and respondent type (e.g., infrequent users).

7. Ask the cameraperson to shoot close up whenever possible. Except to capture group dynamics (e.g., consensus), long shots should be avoided. The camera should be parked in a centered mid shot so that it is easy to pan to individual speakers on either side of the room. Avoid very quick pans. We would rather start a clip with the respondent slightly out of picture than to have a lot of quick shaky moves. Also, ask the cameraperson not to fuss around with focusing as it looks terrible if you have to edit it in. The camera should frame the speaker as best it can and stay there until the person finishes speaking.

8. Keep the backroom as dark as possible and make sure observers are out of range of the camera's lens. The best way to do this is to set up a monitor in the backroom so that observers can see when the camera is picking them up. Also, ask the cameraperson to make tape marks on the floor which show the area where it is "safe" to sit. Also, encourage observers to wear dark colors.

9. On the subject of time code: Time code is typically placed on one of the two audio tracks on a 3/4" tape (voice is recorded on the other). Time code adds an additional cost to videotaping at a facility as it requires additional equipment. It is used to save time and money when editing. If you ask for time code, we suggest:

-not using visual time code, as seeing the numbers on the edited tape is distracting. Time code does not have to be seen to be recorded as it is recorded on the audio (vs. video) track.

-asking for the time code to always be placed on the same track. We prefer Track 1.

-asking the cameraperson to start a new hour of code at the beginning of each tape - e.g., Tape 1 :01:00:00, Tape 2: 02:00:00, Tape 3: 03:00:00, etc.

-asking the cameraperson to record a sample with time code to make sure there is no bleed of time code onto the voice track. Very occasionally, with damaged recording decks, there is a danger that the time code (which records as a high pitched noise) will spill over to the voice track and permanently damage it. Note that time code can be recorded after the fact in an editing studio, if necessary.

What you can do personally when conducting the group

1. Place the easel and all stimuli at the front of the room closest to the one-way mirror. This will ensure that the camera records people's faces-front on.

2. Identify the stimuli. Particularly if you are comparing concepts or campaigns (or companies or brands), it is important to record which one a respondent is referring to. It helps to:

  • hold the board upright so that the image is visible to the camera.
  • use the identifying labels (number, letter or name) on the back of each board/ad that the camera can pick up..
  • when a respondent refers to a stimuli with an unclear referent ("I like this better than that"), it helps if you ask them to clarify what they are saying using the name of the ad, concept, brand, etc.

3. Try to ask your question once and pause. Likewise, try to wait for a respondent to finish speaking before you talk-unless you intentionally want to cut them off.

4. Ask people to spread out around the table in a "V" formation, facing you. This lessens the likelihood of having people's faces blocked when speaking.