Online Vs. In Person Focus Groups: What To Expect

To help you feel prepared and confident, regardless of the type of focus group you are participating in, let’s review what to expect from both forms.

 

What Is a Focus Group?

A focus group is a brief, facilitated conversation with selected participants who share their thoughts on a specific subject. Companies and organizations use focus groups to gather insights into what people think about new products, advertisements, political issues, packaging, or services.

Typically, a skilled moderator leads the sessions, encouraging discussion, and ensuring that everyone has an opportunity to speak. Depending on the subject, a focus group typically consists of six to ten participants and lasts anywhere from 60 minutes to two hours.

Let’s now examine the differences between the in-person and online versions of this event.

In-Person Focus Groups: What to Expect

Focus groups conducted in person typically take place in a physical setting, such as a conference room, research center, or even a rented studio. You will be required to arrive early for an in-person session to check in, sign any required documentation, and occasionally complete a brief pre-survey.

You will be seated around a table with other participants once the session starts. The discussion will be led by a moderator who will walk you through a series of questions and promote candid dialogue. Observers might be monitoring a video feed from another room or from behind a one-way mirror.

Here’s what makes in-person groups unique:

Nonverbal clues and body language:

Face-to-face meetings facilitate more organic communication. Your responses gain depth because moderators and researchers can see your body language, tone of voice, and facial emotions.

Product interaction:

Being in the same room with the product enables you to see, touch, and test it firsthand, particularly when assessing tangible objects like packaging, snacks, or prototypes.

Reduced distractions:

It’s simpler to be attentive and involved with the group because you’re in a controlled setting.
But there are a few more considerations as well. You’ll have to make the trip, which can mean planning a vacation or making travel arrangements. Some people feel a bit nervous speaking in a group setting at first, though that usually fades quickly once the conversation starts.

Online Focus Groups: What to Expect

Online focus groups are conducted via the Internet, often utilizing proprietary research tools or platforms, such as Zoom. When properly controlled, these meetings can be just as interactive as face-to-face conversations.

You will receive a link and login instructions before the session. Additionally, you could be required to test your microphone and camera beforehand. Like in-person meetings, the moderator will go over the ground rules and start the conversation as soon as you enter.

Online focus groups offer the following advantages:

Convenience:

You can participate from anywhere you feel comfortable, including your home or a quiet office. There is no need for travel, which is particularly advantageous for those with busy schedules or mobility issues.

Greater reach:

Researchers can include participants from various time zones or locations in online sessions, resulting in a more diverse set of insights.

Comfort and anonymity:

In a familiar environment, some people feel more at ease speaking candidly. Feedback may become more open as a result.

However, online communities could feel a little different. Through a screen, body language might be more challenging to read, and technical difficulties can occasionally result in brief disruptions.

To maintain concentration throughout the session, ensure you’re in a peaceful, distraction-free environment.

Focus groups are one of the most effective methods for gathering candid, practical input. They provide researchers with the opportunity to speak directly with their audience, who are the people who matter most, whether in person or online.

We provide both online and in-person groups at Nelson Recruiting and strive to make the process easy, courteous, and fulfilling. Everything from a national advertising campaign to the packaging and sales of a new product can be influenced by your voice.