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Beyond the Focus Group

In this age of the internet, focus groups have found their way to the web in the form of blogs, communities, social forums and message boards. These outlets have streamlined the process of collecting insights and also made it more affordable.

But are these web-based alternatives to focus groups perfect substitutes for the in-person variety? What happens when you lose the visual aspect of a candid, stream-of-consciousness response, body language and interpersonal connectivity? How much are you missing when you don’t see those eye rolls, shrugs, or even tears?

Video-based online platforms on the other hand, capture these crucial non-verbal, emotive and candid insights and take research to a whole new level:

1. The Convenience Factor
It is participant-driven and in the respondent's 'own time' is respected and appreciated.

2. The Significance of Setting
It delivers candour that can only be gathered in the comfort of the participant's own home or office or using mobile webcams, in the buying situation itself.

3. The Absence of Peer Pressure
Peer pressure is not a factor, allowing for completely open responses from each participant.

4. The Height of Content Intensity
It generates around 20-30 mins feedback per participant. In-person focus groups often result in quite low content intensity (on average less than 10mins per participant).

5. The Geographical Coverage
A project can be replicated across a number of locations, and questions can be updated or added on the fly to optimise feedback.

In partnership with Qualvu the world leaders in online video based research The Best Organisation now offers online video based surveys on an International basis.