From the course: Market Research: Qualitative

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Virtual focus groups

Virtual focus groups

From the course: Market Research: Qualitative

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Virtual focus groups

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- Focus groups often get a bad rap for being unproductive and full of group think. And when COVID happened and everything had to move virtual, Zoom fatigue became a real phenomenon throughout the world and made this even worse. When properly structured and moderated, a virtual focus group can be an extremely powerful research tool especially when the purpose of the session is to explore new ideas or brainstorm with customers. Without proper facilitation, focus groups of any kind, in-person or virtual, can easily turn unproductive. They can morph into one person talking and talking or even a group of people ranting about past experiences. There are four things I find really make or break the success of a virtual focus group, and these are not the obvious things you might think of. First, a lot of teams don't use the virtual tools they have available to them. For example, no matter what virtual platform you're on, there's…

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