All griping about Zoom aside, increased videoconferencing literacy across the board makes it more possible than ever to ask consumers to participate in virtual focus groups. Going online removes barriers related to geography & logistics, while delivering a cost-effective way to get speedy insights.
So whether it’s Zoom, Google Meet, Facebook Messenger rooms or good ol’ Go To Meeting, here are my top 5 tips for successful DIY focus groups:
1. Keep it Short, Keep it Small. Replicating in-person group of 8 around a table for 90 minutes is tricky when everyone’s reduced to boxes on a screen with barking dogs in the background. I’ve found the sweet spot is 30-45 minutes, no more than 5 participants. You’ll get the natural star/dud in each group, but able to directive the conversation to ensure all voices are heard.
2. Welcome Your Guests. Have a plan for what each participant experiences the moment they click your link. Is there a branded welcome screen? Do you need to manually admit each person and say hello one-by-one, or can everyone be “held” until you’re ready to welcome the group? Make the expectation known in your confirmation emails.
3. Moderating? Have some screen cred. Be thoughtful about your physical space: orient yourself so you’re well-lit not back-lit, ensure your headphones are in good working order (or better yet, invest in a noise-cancelling headset), and make sure whatever’s in your background doesn’t have potential to polarize.
4. Expect technical difficulties! Someone will have a poor internet connection. Someone won’t know how to mute when they are multitasking. You will forget to hit record (don’t forget to hit record!) Just roll with it – don’t waste time troubleshooting unless it’s critical.
5. Incentivize every RSVP. Life happens & tech fails us (see tip #4). If an incentive was promised, give no-shows the benefit of the doubt they intended to attend – think of it as an investment in a brand loyalist.
Still too many moving pieces? Let us set it up for you.