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Video Focus Groups

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Video Focus Groups

The term video focus group refers to a focus group which is carried out via a webcam, or smartphone application. Therefore, a video focus group allows one to participate in or conduct a focus group, remotely.

Although video focus groups have been a possibility for over ten years, it has not been widely used as a qualitative market research method until recently, due to the introduction of high-speed internet and the decline of the economy, which impacted the amount of money that people are willing to spend carrying out market research.

Video focus groups are expected to become more common, especially within qualitative research, as more people are becoming familiar with video conferencing in their personal lives and in professional settings.

A video focus group requires each pre-recruited participant to have access to a webcam connected to a computer or a smartphone with video calling enabled.

During the video focus group, clients can watch the focus group live from a PC or smartphone app and communicate with each other via text messaging, instant messaging or by phone.

Applications which may be appropriate for a simple qualitative focus group are: Skype, which is designed for use within businesses, Apple’s Face Time or Adobe Connect Pro. However, some groups may require dedicated programs, which have been enhanced for qualitative use. These programs tend to have better quality audio support and video-management features.

Video focus groups collect rich, qualitative data which captures consumers’ opinions, beliefs and preferences. They also enable market researchers to find out people’s thoughts in a more natural conversation, as opposed to a formal face-to-face interview.


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