February 11, 2008

5 tips for effective virtual focus groups

Just as online tools have changed the game for employee surveys, virtual or web-based focus groups are having an impact on qualitative research with employees.

Put simply: Virtual focus groups save you time and money. But they can also increase the validity of your data. Using audio and web-based conferencing software (such as WebEx or Microsoft® Office Live Meeting), you can quickly include the perspectives of global and remote employees that you might typically overlook for in-person sessions.

Based on our experience, conducting virtual focus groups is a challenge. Here are five tips to make them more effective:

1. Choose the right topic. Emotionally charged issues (such as HR or attitudes about manager communication) are best reserved for in-person focus groups, where the facilitator can more easily establish an atmosphere of trust.


2. Invite more people. Studies show that people are more likely to miss a conference call than a face-to-face meeting. As a result, you need to invite more employees to participate in a virtual focus group than you would for an in-person session, to ensure an adequate sample size.


3. Make it interactive. Don't forget to use the great features that are part of most web-conferencing software: visuals/slides, real-time polls and live chats. They will help you hold the attention of participants and encourage discussion.


4. Create a level playing field. Resist the temptation to have some employees join a face-to-face focus group via conference call. This approach creates a negative experience for those on the phone since it's difficult to participate fully.


5. Be a strong facilitator. Virtual focus groups are a challenge to conduct because the facilitator can't pick up on non-verbal cues and judge reactions. Use participants' names to encourage everyone to take part and don't jump in immediately if you have a few seconds of silence.

Give virtual focus groups a try
Next time you decide to conduct focus groups, try adding one virtual session. It will help you understand the benefits and challenges of this new approach.