Conducting focus groups is one way to gain knowledge about an idea or product. This method also makes it possible to show knowledge and problems that have not been thought of about the topic being discussed. Therefore, this type of qualitative research will help in making better decisions. The rapid development of technology creates digitalization on all fronts. This phenomenon occurs because the efficiency offered is worthy of adaptation and that happened to the implementation of focus groups which can now be done online. However, an online focus group still have their pro and cons. Let’s know the Online Focus Group: The Pros and Cons.
The Pros and Cons of Online Focus Group
Technological developments are always followed by pros and cons that may be considered. However, the efficiencies gained from technology often offer deals that may lead to the cons being ignored.
Online Focus Group Pros
- Efficient In Various Aspect
Doing it online means saving more time, energy, and even more costs that may be incurred if done offline. You and your participants may in some cases find it difficult to meet for demographic reasons. So, this is such an advantage because now we’re be able to eliminating physical limitations.
- Deeper Insight
Being alone, without meeting other people, it will completely eliminate the uncomfortable feelings that may arise when meeting face to face. It will enable participants to think more clearly about the topic being discussed, which will convert it into better insight. Deeper insight will help a business to compete with other similar businesses.
- Better Deal for Client
Its cost-effective implementation is certainly a consideration for the client considering the elimination of several needs for facilities. Not only that, clients can also get recordings of the discussion sessions conducted for analysis purposes.
- Easier to Reach the Elusive Market
By relying on internet connection, it’s possible to reach people globally. This is an advantage that should not be ignored that will help us to bring up data that was previously quite elusive. That way, a brand that utilizes focus groups to study the market can optimize the quality of their products.
- Relevant
Technological developments from time to time make all lines have to adapt to it. No exception with research, in addition to the benefits derived from research in a modern way, it will also make you considered relevant by the participants.
Online Focus Group Cons
- Uncontrollable Distraction
It is undeniable that by doing it from home, a participant has various things that we cannot manage as if we did it offline. That’s possible if their pet distracts them during the session, or a family member communicates with them out of the blue.
- Potential Dry Discussion
Doing it online means accepting various possible consequences, one of which is dry discussion. For this reason, a planned method is needed and uses an attractive platform to increase the involvement of participants in the discussion. This can prevent participants from losing focus due to potential distractions and increase participants’ interest in expressing interesting opinions.
- Cannot Judge Opinions Based on Physical Signs
Physical signs such as body language can be used as a basis for assessing participants’ opinions. Holding a discussion that is not face-to-face means losing the opportunity to involve participants’ emotions in drawing conclusions.
- Potential Technical Problems
Things such as platform requirements on the qualifications of the devices used by participants can be unexpected obstacles. Not only that, in addition to the opportunity to be able to discuss with participants on a global level, we also need to pay attention to the internet stability of participants, which can be related to their demographics.
How Is Online Focus Group Done?
Determine your goals in conducting online focus groups. You need to know what idea or topic you want to dig deeper into. That way, you can see more clearly who you should choose to participate in the discussion.
Next, you need to create a discussion guide for each participant to apply. Then, don’t forget to choose the right moderator to lead the discussion that will be carried out.
How Do Online Focus Group Help Business?
By doing an online focus group, you will give birth to a deeper insight about the topic or idea that you want to discuss. Quality insights will help you improve the quality of the products you sell or make.
Conclusion
With the various efficiencies obtained from conducting online focus groups, you may be ignoring all the cons that exist in it. This is also the right method to help your business in answering the authentic needs of consumers, considering that you get direct insight from them. This method is one of many other research methods that you may choose depending on your needs. That’s why you need to understand your needs before deciding to invest in research.
