At Innsikteriet, we have always had online solutions in our toolbox, but used them far more sporadically than the classic methodological approaches. The situation we’re in has changed this overnight – and made the online platforms far more relevant. Here are our experiences and considerations in relation to conducting online insights.
Benefits of online communities
For an online group, we find that the ideal composition is between 3 and 6 participants. They can have a duration of between 90 and 120 minutes, but you need to calculate a little more time initially to check that the technology (sound and image) works for everyone involved (moderator, participants and observers). Most platforms have extended functionality in terms of displaying stimuli (screen sharing), individual responses (chat) and management and control over participants. The benefits are:
- Fewer geographical restrictions (can use participants from all over the country).
- Convenient and time-efficient for participants as they don’t have to travel to a central test center/meeting room.
- The fact that participants can see each other allows for greater participation than via a conference call.
- For some projects, it may be easier to reach a hard-to-reach target group.
- Online focus groups can have a lower cost than traditional, physical group discussions. The cost depends on the platform used and the number of participants.
Challenges with online communities
Online groups can, in some cases, be easy and quick to get up and running. They also give us a larger universe in terms of participants as we are less dependent on staying within a limited geographical area. Insight’s experience suggests that there are a few things you should be aware of.
- In physical group discussions, it is easier for an experienced moderator to stimulate dynamics and interaction between participants. For online groups, this is more difficult. Not impossible, but reduced compared to traditional group conversations.
- Technology will always be an element to consider. Although solutions have become simpler and more reliable, they don’t always work as planned.
- Online focus groups are somewhat less able to capture the details and nuances of several people being gathered in a common room. Body language and the ability to read each other is somewhat reduced.