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>>Online Focus Groups
A cheaper way to approximate conventional "face-to-face" focus groups is to rely on email
and web environment, so called, online focus groups. There are no geographic barriers and complete
transcript of the session is available immediately.
Although online forum discussions are unlikely to reflect the average user's concerns, they can be a good,
fast and inexpensive way of getting in touch with "power users." These users have needs that will sometimes
surface later for the average user. Thus, addressing the “power users” needs may be a way of getting a head
start on future usability work.
MaCorr provides password protected, fully customized and friendly, virtual discussion environment (chat rooms)
for our clients. A typical online discussion includes 8-10 participants and continues 90 minutes, on average.
There is almost no limit, however, to the number of participants or the discussion length. MaCorr moderators work
with clients to understand research objectives and to develop discussion questionnaire (script). They lead the
discussion in order to ensure client objectives are being addressed. Clients are able to monitor the discussion
online and contribute their own questions to the moderator and the participants while the group is in progress.
- Responses are more objective (not face to face)
- Cost effective
- Recruitment process is fast and easy from a wider geographic scope
- Inviting via email is less intrusive
- Faster turn around
- No “one way mirror”
- Inability to view facial expressions and body language, which sometimes yield important information
- Not suitable for testing physical objects
- Biased sample size. Online focus groups participants tend to be people with above-average interest in computers and in online discussion groups
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