Running an online focus group
For what a survey misses: deeper insight into what your audience thinks, feels and needs.
An active format
An online focus group needs clear boundaries, an open structure and room to keep asking.
A focus group gives you insight into the world of the people you serve — their motives, their doubts and what they want. We design and facilitate inventive online focus groups where participants feel freer to be honest and researchers get insights they can use.
Depth in the conversation
An online focus group suits the questions behind the behaviour: why people think something, where the doubt sits and what language they use. That takes more than switching the camera on.
Comfortable participation
Participants can join from their own surroundings. That makes it easier to answer honestly and in detail.
Capturing the research properly
With consent, sessions can be recorded, summarised or analysed. The digital setting keeps the processing manageable.
In practice
Three examples. Years of experience.
Market researchReactions to a new concept
An organisation wants to know how different audiences respond to a new offering. We facilitate several online focus groups working from a single discussion guide.
Policy researchGathering users' experiences
For a public body we make room for personal experiences of a service. The online setting helps participants speak from their own context.
Product developmentUnderstanding needs and objections
A product team wants to look beyond survey figures. In small online focus groups with product features highlighted, the language, the doubts and the expectations come through more sharply.
Preparation is everything
Who it's for
Researchers, marketers, policymakers, product developers
Group size
6-20 participants per group – several groups at once possible
What a successful running an online focus group needs.
01
Careful selection
The composition decides the value of the focus group. Participants have to fit the research question and feel free enough to speak.
02
A strong discussion guide
Good questions help you get deeper without closing the conversation down. The moderator looks after both structure and nuance.
03
Agreements about privacy and recording
In research, clarity about consent, recording and processing matters. We arrange that beforehand and communicate it clearly.
Frequently asked questions
How large is an online focus group?
Usually between 6 and 20 participants.
Do participants speak freely online?
Usually, yes. Some participants feel more comfortable online than in a room.
Do we get an analysis afterwards?
Yes. If you want, we supply a summary or an analysis of the main insights.
Do you recruit participants?
We can. We're able to support both selection and invitation.
Which software do you use?
That depends on the audience and the research question.
What does an online focus group cost?
That depends on the scale and the support you want.
More answers?Fewer answers
What is the difference between a focus group and a sounding board?
A focus group is usually a one-off. A sounding board meets more regularly.
When do you choose a focus group?
When you want deep insight into experiences, needs or opinions.
How long does a focus group take?
Usually between 60 and 120 minutes.
Can you run several groups?
Yes. That happens regularly, to compare different audiences.
How are the insights captured?
Digitally, so that nothing gets lost.
Can sessions be recorded?
Yes, provided participants consent to it.
Related event formats
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Deep conversations in small groups, even with a large group. Online.
Running an online World Café
Next step
Online, but not as you know it.
Orientation
See what we do
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