Users Guide Part 5 Online Focus Groups (Sometimes OLFG or VFG)

1. Users Guide Part 5 Online Focus Groups (Sometimes OLFG or VFG)

2. Online Focus Groups (OFG’s) • Online Line Focus Groups and the benefits • International Case Study • Practical advice on conducting International projects

3. Real time focus groups Recruit & invite Design and load Interactive discussion guide Conduct group via text and whiteboard exercises Instant Transcript and whiteboard images Observers view remotely

4. Real time focus groups – active facilitation Can show visuals, video footage, web links Moderator pre loads guide and stimulus Initial response by individuals which stimulates discussion amongst participants Eliminates peer group pressure Moderator responds to dialogue in real-time Can stimulate and constrain individual participants with a private message Clients have a private observers room, can view, chat with colleagues and send private message to the Moderator to probe areas Can be conducted in any language

5. Different types of platforms Allow interactive exercises, probing, projectives mark up stimulus, show videos, etc 5

6. Online Focus Groups – key benefits • Less groupthink, chance of domination • Spontaneously expressed reactions • Even out social inequalities (chat has no accent) • Anonymity for sensitive topics (not seen) • Convenience and psychological safety of home /office • Client observers can send private notes • Instant transcript • Green & unaffected by volcanoes • Appropriate for products & services bought online • The ideal medium for teenagers

7. Challenges for Moderators to address • Responses come in out of sequence • Probing takes longer • Moderator has less sense of individual differences • Less spontaneous interaction between respondents But • These can be addressed by good moderation • Bulletin Boards offer people have more time and • Opportunity to express themselves and interact.

8. International Case Study Visit Britain

9. Using the whiteboard to examine the holiday planning process The planning process We invite participants to respond on the white board We use a timeline exercise to identify the different stages in the process – getting people to write down their steps along the way The following gives an outline of the key discussion areas used to examine the proposed new website for visitbritain

10. Multi lingual application Whiteboard provides flexible space for creative exercises Observer chat box for you to discuss what’s going on and tell us what you’re thinking! Respondent chat box allows for group or individual questions

11. Discussion structure Rôle & positioning of ee.com Websites used The planning process Sources of info/ influence What are people’s impressions of the VB website? What do they imagine they would use it for? Developing & refining the positioning statements The following gives an outline of the key discussion areas we will use in the groups

12. Analysis of findings Provide PowerPoint template as part of the briefing process and example of style required Translation of transcripts often not necessary and outside budget – but get verbatim comments in English Discuss presentation on skype etc Pull together whiteboard exercises

13. Homepage - USA 13

14. Chinese

15. Search section noticed and be used by majority Useful links but a bit small Quirky modern fun – symbol of UK Inspirational Britain weather is not great for beaches Pretty but too big Map a good idea, but s bit big Season too dominant and is it current or when travelling? Inspiring Reflects others opinion Useful as it highlights great places, useful links Fun and Interesting Best things to do Broad choices then more narrowed Like being able to look at different landscape Lot of interesting in History and culture

16. Key benefits International OFGs • Overcome cultural differences in communication • Greater levels of participation in developing markets • English discussion guide to ensure consistency • Client observers from different locations can view • Instant transcript for rapid translations (if required) • Massive reduction in travel costs and timeline • The ideal medium for those with broadband of all ages • Bulletin boards for over 65’s

17. Lessons learnt – Preparation • Use research networks to recruit local qualitative researchers (offline) • Sector experience more important than online experience • Select moderator fluent in English and keen to get into online groups • Select software partners with robust and proven platform • Evaluate online panel recruitment v local recruitment methods • Seek guarantees on deliverables ( USA v Japan)

18. Lessons learnt – in practice • Draft moderators guide in English and get translated – by local moderator • Train local moderator using proposed group discussion and stimulus • Utilise skype for ease of communication • Local moderator to contact all participants before session • Central Mgt log in as observer to check for problems • Tech support in direct contact with local moderators

19. Where to get respondents? Use traditional qualitative recruiters to maximise participation when building small communities Recruit from lists and panel providers Consider novel ways of recruiting the right “types” of people Thorough pre-checking is essential 19

20. Twitter

21. Robin Shuker – robin@chatgroup.co.uk Tel: 0203 – 004 - 9817

22. Users Guide Quick Review Stand alone tools

23. Stand alone tools Integrate into a qual or quant project EXAMPLE: Buzzback E-collage, Concept Focus, Configurator and Thought Bubble (DEMO – fill in example) http://www.buzzback.com/buzzback-thought-bubble Thinking Shed demo

24. Stand alone tools (non research) http://www.picturecollagesoftware.com/ Collaging software (presentations) http://www.dabbleboard.com/ Interactive whiteboard for drawing Look up online collaboration tools, wikis, whiteboards…

25. Users Guide Part 6 3rd MROC from the sun

26. Types of Communities Natural, user generated Brand support for users For brand advocacy, involvement, co-creation (MROC) or insight communities Specifically for customer feedback and understanding Build advocacy as well 50 – 2000+ people Short or long term Quant/qual “The difference between a brand community and a panel is that members are allowed to have conversations of their own, on topics of their own choosing, with whoever they like, when they like – just as in real-life communities” www.communispace.com www.freshnetworks.comwww.vovici.com Mike Hall, Verve

27. Julie Wittes Schlack, Communispace

28. Qualn..titative • Tens to thousands of participants • Length: days to years • Participants are known • Regular surveys AND • Qual questions in small self-selected groups • Participants become brand promoters (Also used for Crowdsourcing and NPD –see later)

29. Managing MROCs

30. In theory a radical move… BRANDS and researchers Listening Keeping a connection Sharing objectives Being more authentic Command and control

31. "We have a mandate at General Mills to move as much of our qualitative research online as possible in the coming months and years. We have been experimenting with this for a year, but we created our consumer networks team this summer and are now scaling it." Ned Winsborough