Virtual Focus Group moderation – why get it right?

Online video focus groups are now powered by national recruiting, faster timelines and inclusive participation; all without sacrificing the richness of a great focus group discussion. Executing and managing them right is now inherent to the Consumer Insight and Market Research professional’s job description.

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Why go virtual?

When designed and executed well, virtual focus groups can provide outputs comparable to those gained through in-person interactions. Sometimes, they may even enable people to express themselves freely on sensitive topics. Then, there’s the massive gains of coast-to-coast reach and reduced logistics barriers; resulting in faster project delivery.

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Making turn-taking more explicit:

Avoid dominating respondents hijacking the discussion, by:

  • Setting speaking order
  • Calling people in by name
  • Rotating starters
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    Design the Screen

    Rehearse beforehand, how you will manage typical situations:

  • Introduce/ discuss one piece of stimulus at a time
  • Call out the stimulus code/s clearly
  • Use quick polls
  • Encourage participants to park in chat box, “first words” (spontaneous responses)
  • Use light whiteboarding, to keep energy high
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    Start and finish strong

    Pay extra attention to the Moderator-Participant dynamics:

  • Warm-up questions
  • Name use
  • Quick summaries to show people they’ve been heard
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    Compliance and Accessibility essentials for U.S. markets

    Apart from following ESOMAR code of conduct, certain projects could require:

  • Informed consent: The U.S. Common Rule (45 CFR 46) requires consent that’s understandable and documented. If recording focus group discussion, disclose it up front and capture consent.
  • ADA & captions: Use captions for live sessions and archives, provide alt text for visuals. ADA.gov+1

    • Ready-to-use tips

    1. Pre-work

    Run tech check; get e-consent.

    3. Post

    Instant highlights; captioned export; segmented AI summary for fast debriefs.

    2. Live

    Reaffirm consent; establish “how this group works” norms; introduce stimulus in small bites; ensure turn-taking.

    • Participant with low data bandwidth?
      1. Switch them to audio-only; keep them contributing via chat prompts.
    • Imbalance of Talkers vs. quiet voices?
      1. Rotate first responders
      2. Invite participants to mark “+1/−1” in chat… to uncover a quick view of group consensus.
    • Discussion dragging?
      1. Change visuals/ backgrounds per section; recap themes and ask, “Anything I missed out?”

    See how flowres runs virtual focus groups end-to-end, from nationwide recruitment to analysis. Book a demo here.

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