You've heard of the Big Three TV networks, but what about the Big Two focus group TV networks?
While both VCAN (the Video Conferencing Alliance Network) and the FocusVision Network add their own twists to the process, they offer essentially the same basic service - live video transmission and remote viewing of focus groups.

Say, for example, you're in Cincinnati and some important focus groups are being held in Los Angeles. You can still check out the proceedings using one of the networks, either on a video monitor in your office conference room or at a nearby facility that's a member of one of the networks.

Across the country

Both networks have affiliations with focus group facilities across the country. FocusVision works with independents like San Francisco's Ecker & Associates and larger national operations like Fieldwork, Inc. and Quality Controlled Services.

VCAN offers its GroupNet video conferencing through independently owned and operated firms like the Philadelphia area's Group Dynamics in Focus and Consumer Opinion Services, Seattle, says Ken Altschul, partner in Wolf/Altschul/Callahan Inc., a New York City research firm that's also a member of VCAN.

Since many large client companies have already installed equipment for video conferencing, both services allow clients to use their own equipment as long as the systems are compatible.

To record the groups, FocusVision uses two cameras, hidden behind smoked glass, in a movable unit about the size of a refrigerator that sits in the room with respondents. "Respondents are always told that the group is being transmitted to people who want to see it but can't be here today," says John Houlahan. founder and president of FocusVision, New York City. Cameras are controlled from the client end and a FocusVision facilitator is always with the client to move the cameras and monitor the audio.

VCAN takes a slightly different approach. Instead of placing the camera unit in with the respondents, a camera operator videotapes the group from behind the glass in the viewing room.

Validates approach

The FocusVision Network transmitted its first group in January 1991. VCAN's GroupNet came on line earlier this year. Rather than fret about the competition, Houlahan says he welcomes VCAN's entry into the market. "I think having another voice promoting this application is going to speed up the adoption process. Their entry validates the approach and their advertising and promotion will increase the awareness and validity of it."

Houlahan says that three trends in business in the late '80s and early '90s paved the way for video transmission of focus groups. First, as more businesses use video conferencing for meetings and other purposes, the technology has improved and prices for equipment have dropped. Second, as businesses have refocused on consumers through TQM and customer satisfaction efforts, they're more interested than ever in "getting in touch" with consumers. Focus groups, of course, are a great way to do that. Third, corporate payroll and budget slashing has companies scrambling to cut costs and squeeze more work out of fewer employees. If there's a way to save a company time and money, they're all ears.

Video transmission of focus groups does both. It eliminates the travel related expenses of those attend-ing groups and it conserves time. "A walk to the conference room or a short drive to a nearby focus group facility replaces a two-day trip to Dallas," Houlahan says.

In addition, people who have an interest in the groups (R&D folks, management, agency creatives) but who normally are excluded from attending due to cost or lack of time can view the sessions.

Ain't cheap

Of course, video transmission of focus groups ain't cheap, but Houlahan and Altschul maintain that if you factor in the cost of travel, meals and lodging for backroom viewers and the lost worker productivity, the approach more than offsets its price tag.

It may also result in better research, Houlahan asserts. With nearly every city convenient for video transmitted focus groups, researchers don't have to eliminate far-flung areas from research consideration. "Sometimes, to keep travel costs down, companies will do more local groups or they will restrict who can travel to view out of town groups. They cut off the distant markets to save money. Video transmission permits the head of the research department to better manage the qualitative research process," he says.
Houlahan foresees increasing use of international video transmission of groups and greater cooperation between providers of data transmission lines. Whatever the future holds, he believes research providers and clients alike will benefit.

"When we entered this business, we saw it as a win-win-win for the qualitative industry. The facilities that offer video transmission continue to receive revenue from recruitment and room rentals while adding a new revenue stream. For the moderators, it earns them broader exposure. More people in more companies are able to see them in action. And most important, clients get qualitative research delivered more efficiently and effectively."