The Unique Value of In-Person Focus Groups
Focus groups are structured and topic-limited discussions among small groups of people and they are categorized under qualitative research methods. They are also being held online more and more frequently, as part of the larger realignment of digital research vs. traditional research that we have seen post-pandemic. When we compare online vs. in-person focus groups, it becomes clear that in-person focus groups still have great value, in spite of (or perhaps because of) the fact that so much communication happens digitally. Executing qualitative research methods in person offers a unique value proposition that cannot be replicated by digital means. In this article, we’ll take a look at some of the benefits of in-person focus groups and what they mean for focus groups in market research.
Face-to-Face Interaction and Nonverbal Cues
One of the benefits of in-person focus groups is that participants are able to better communicate with each other face-to-face and pick up cues that don’t come across in digital media. When participants – and the facilitator – are sitting for in-person focus groups in market research, they are able to see glances at other participants, a hesitation, a nervous fidget or other non-verbal signals, and these can be signs to dig deeper into responses (or perhaps pull back). When evaluating the merits of digital research vs. traditional research, it is hard to argue with the value of catching how people say things when in person, as opposed to just what they say.
Creating a Deeper Sense of Engagement
Also among the benefits of in-person focus groups is that participants feel more connected, which often leads to better insights from focus groups in market research. Additionally, in-person focus groups are held in rooms designed to foster engagement, which is conducive to better outcomes from qualitative research methods. Likewise, participants may value the opportunity to break from their usual routines and meet with people who also have opinions on the topics being discussed in in-person focus groups. This is another relative advantage of the face-to-face option when comparing digital research vs. traditional research.
Comparing In-Person and Online Focus Groups
We’ve looked at the benefits of in-person focus groups, so let’s put the two modes head-to-head. The next section will be a matchup of online vs. in-person focus groups and seeing how they compare.
Strengths of Virtual Research Approaches
Virtual research approaches are capable of supporting some aspects of qualitative research methods in that they make it easier to connect with larger numbers of participants. An advantage of digital research vs. traditional research is that researchers can involve people who can’t travel to a focus group site, or who simply prefer to engage over video call or live chat modalities. For these reasons, a proportion of focus groups in market research are appropriately conducted by digital means, because it is just easier to organize certain sessions that otherwise would not happen as in-person focus groups.
Limitations of Digital-Only Strategies
The benefits of in-person focus groups are especially apparent when considering the limitations of technology or lack of access to it. Digital-only strategies for qualitative research methods can fall apart if participants don’t have suitable webcams and mics, their WiFi is unreliable, or they don’t have a quiet meeting space (which can disrupt the group for everyone). These issues are much less prevalent if people are brought together for in-person focus groups.
When to Choose In-Person Over Digital
Comparing online vs. in-person focus groups invites a pro/con analysis, but there are some cases where in-person focus groups are almost certainly the right decision. Let’s talk about some of those cases where the benefits of in-person focus groups make the decision pretty clear cut.
Exploring Sensitive or Complex Topics
Being able to explore sensitive or complex topics in relative privacy is one of the major benefits of in-person focus groups. When comparing digital research vs. traditional research, we should keep in mind that digital focus groups run the risk of participants being overheard by family members or neighbors. Some of the topics that come up in focus groups in market research (e.g. who makes purchasing decisions in a household, how much money participants earn, attitudes about making purchases on credit, etc.) may be sensitive matters in participants’ private lives and they may accordingly be reluctant to talk about them. Participant reticence is a major problem for qualitative research methods, and in-person focus groups help solve this problem by putting participants in a place where they can talk without risk of starting conflict with other people in their lives.
Building Trust and Group Dynamics
Qualitative research methods are built on trust. Making sure that participants trust researchers – and each other – is also key to successful focus groups in market research. This is where in-person meetings come in, as one of the benefits of in-person focus groups is that people can see each other without the artificial feeling that comes with video calls or other digital meeting tools. From there, it is easier to get participants to open up to each other and the facilitator, which is key to the success of many qualitative research methods.
Integrating In-Person and Digital Approaches
The final choice does not have to be a binary between online vs. in-person focus groups or digital research vs. traditional research. Most people under a certain age are “digital natives” and so are comfortable with participating in digital modes of communication, including focus groups in market research. Using modern qualitative research methods to integrate in-person and digital approaches to reach certain demographics, draw from wider participant pools and address certain questions breaks down the either/or division and gets the benefits of in-person focus groups as well as online focus groups.
Challenges of Running In-Person Focus Groups
The benefits of in-person focus groups are clear, but they still have their difficulties. Let’s take a look at why it can be hard to do in-person focus groups in market research – and what we can do to solve these issues.
Logistics and Cost Considerations
The internet makes it easy for participants to express interest in focus groups in market research, but physical distance makes it hard for those participants to sit for in-person focus groups. The financial reality of having to compensate participants for their travel and expenses is a major factor when weighing online vs in-person focus groups. Likewise, researchers have to find space for their in-person focus groups, as well as arrange for recording equipment and transcription services, all of which are added costs and logistical obstacles to conducting in-person focus groups in market research.
Recruitment and Scheduling Barriers
Another challenge of in-person focus groups is that it is simply hard to get a group of strangers in the same room at the same time. It can be a challenge to assemble a representative sample – a known issue for researchers working with all types of qualitative research methods – and in-person focus groups may exclude people who have difficulties communicating (because they’re afraid of speaking in public, for instance) or cannot travel to in-person focus group sites.
The Future of Focus Groups in a Digital-First World
As for what’s to come, we can expect there to be less of a binary between digital research vs traditional research or studies that use online vs in-person focus groups. Qualitative research methods will probably continue to combine them, yielding new techniques that draw on the strengths of both modalities (e.g. using digital formats for early-stage questions, and turning to in-person focus groups for matters that need more detailed answers with a human touch).
FAQ’s
At ESR Research, we have extensive experience in a wide range of qualitative research methods – including weighing factors in deciding between online vs. in-person focus groups. Let’s take a look at some of the most common questions we get about this topic.
1) Why choose in-person focus groups when we can run them online?
Because there are benefits to in-person focus groups that don’t come through online. People are more comfortable, and are more likely to open up about their thoughts in in-person settings – and getting people to talk is key to qualitative research methods. Likewise, there is evidence that people are better at addressing detailed topics during in-person focus groups, which means that the in-person option may yield more granular insights that your firm needs to make decisions.
2) Are in-person focus groups still cost-effective?
Yes. Technology is bringing down the costs of qualitative research methods, and the data richness of in-person focus groups compared to online equivalents often compensate for the increased outlays of holding in-person focus groups. Cost should definitely be a factor when evaluating digital research vs. traditional research, but the breadth, candor and thoroughness – and the corresponding ROI – of the resulting data lean in favor of in-person focus groups. That’s especially true when we consider that the cost of conducting in-person focus groups is coming down thanks to tech advancements (e.g. advanced transcription software that makes it easier and cheaper to produce records of what was said).
3) When should we prefer in-person over virtual?
Academic research on the topic suggests that the most notable benefits of in-person focus groups is that in-person focus groups tend to produce in-depth discussions (as opposed to general ideation sessions, which have better results in online focus groups). So, when weighing online vs. in-person focus groups, the key lies in how broad your questions and topics are. If your brand’s questions are relatively narrow, then in-person focus groups are most likely the way to go.
4) Can we combine in-person and online formats?
Absolutely. There is less of a divide between digital research vs traditional research, as qualitative research methods increasingly incorporate both. Depending on your particular use case, we can prepare a focus group roadmap that addresses certain topics and market segments in in-person focus groups and others in online focus groups. The divide between online vs in-person focus groups often hinges on factors that are unique to each client and what they are building, and we are happy to tailor a plan that works for you.
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