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Video focus groups Definition

Focus groups conducted using satellite video technology in which participants are located in different places, normally in different countries. Also called global focus groups.

Video focus groups are live, moderated discussions conducted virtually. Participants join from various locations allowing researchers to gather insights through real-time conversations, facial expressions and body language faster.

How do video focus groups differ from in-person focus groups?

The primary differences between video and in-person focus groups are format and logistics.

Video focus groups take place online via video conferencing platforms. This allows participants to join from where it is convenient for them. In-person focus groups, on the other hand, occur at a physical location. These locations can be dedicated research facilities or another space. In-person focus groups also offer the ability to physically test products or prototypes whereas video focus groups rely on digital visuals or shipped samples.

The differences in the format and setting of a focus group can influence the flow of conversation and the depth of the insights.

What are the advantages and disadvantages of video focus groups?

Video focus groups offer several advantages and disadvantages. It is important to take these into account when setting up a research study.

Advantages of video focus groups:

• Cost-effective: There is no need to fund travel, facility rentals and on-site logistics.
• Geographic diversity: Allows for participants from different cities, states, countries, etc., to participate in a single session.
• Faster and easier to organize: Scheduling can be more flexible and turnaround times are faster.

Disadvantages of video focus groups:

• Technical issues: Poor internet, platform glitches or tech literacy can disrupt the sessions.
• Observation harder: Can limit the nonverbal communication from body language or group dynamics since a participant is only visible from the waist up.
• Less engagement: Participants could be affected by distraction in the environment they are in.

Specifically for product testing a big disadvantage of video focus is the need to then ship items in advance or show digital versions of products.

Why would a researcher use a video focus group?

A market researcher would use a video focus group to gather rich qualitative insights in a flexible, cost-effective way. This method makes studying niche, hard-to-access or spread-out audiences easier without the travel and facility expenses.

The speed and convenience of video focus groups is also a big draw. The ability to schedule sessions quickly and have access to recordings right after the end of the session is very helpful.