Editor’s note: Jamin Brazil is CEO of marketing research firm FocusVision, Fresno, Calif.  

In The Wall Street Journal last year there was an article that explored innovations in technology, big data and social media monitoring. It argued that, given the growth of new ways of listening to customers, focus groups are no longer a relevant way of finding insights. But I would argue that in the advent of this tech explosion, focus groups are an even more powerful tool.

The focus group is not dead. In fact, if you look at the new technology available to set up, run and communicate the results of groups, it’s easy to see we are entering the third age of focus groups. There have been massive progressions in digital sharing, storage and streaming. We can now run and record groups from multiple locations – bringing people together to get a mix of views and finding people in out-of-the-way places.

But more than that, technology is really making the focus group accessible, giving voice to people who would not normally be able to take part in research and allowing people to set up and run groups who would previously have found them impossible. Given the new technology, researchers can run and record a group from anywhere. This convenience has improved the opportunities for listening and engaging with consumers.

Understanding the why 

In the world of big data and social media listening described by The Wall Street Journal, the focus group is now even more vital in helping us understand not only what is happening in the minds and lives of consumers but why – and therefore what actions to take. I am certain that with the growth of big data the focus group will become even more important.

Let’s just look at last year’s election. Big data was not a problem. We saw a lot of quantitative polling data bandied around from a myriad of sources. Daily polls scrutinized the candidates’ performances at every turn. The polls fed off the media and were in turn fed by them. In this heated atmosphere when the numbers and the stakes are so high, it’s easy to dismiss a bit of qualitative research or the good-old focus group as small, old-fashioned and behind the curve. But looking at the big data of the polls meant many of the pollsters called it wrong – or said it was too close to call. The same happened with the Brexit vote in the U.K. By using the new tech advances in focus groups, the polling organizations would have reached a deeper understanding of what the U.S. public was really saying. They might have heard the voices of really disenfranchised and disaffected, those who responded to the Trump rallying cries.

Video technology 

The video technology around focus groups is bringing the voice of the customer right into the boardroom. With 360-degree voice-activated digital cameras you can be in the heart of the focus group action when you are not even there. Placed in a room with a physical group, these cameras are triggered by the voice of the person who is speaking and the speaker is filmed, so that you will not miss their comments, expressions and reactions. The result is a single video stream of each group (rather than multiple streams, as with static cameras) so there is less actual video to be reviewed but with more detail, meaning it can be faster and easier to edit into a cohesive film. As a result, the moderator and client can create videos from each session at the click of a button.

When using video there are a few unique considerations for moderators:

  • When designing focus groups to fully leverage 360-degree cameras, it’s important to have a mix of group discussions, structured roundtable conversations and interactive exercises. Creative exercises such as drawing, collage creation and co-creation activities can now be seen more clearly.
  • Position chairs in pairs that align with camera angles to avoid split views. Position any easels or wall stimuli no more than 10-to-15 feet from the camera.
  • Some 360-degree camera technologies react to voice, so it’s important that moderators intervene when participants try to talk over one another.
  • Intentional silence is a highly valued 360-moderating technique. This technique gives the group time to reflect on complex topics or statements and reduces the amount of time the moderator is on camera. Having respondents read concept statements rather than the moderator can be an effective way to focus the camera toward the participants.
  • To maximize the remote-viewing experience, moderators should inform participants of the camera on the table. They should then explain that when discussing any of the stimuli on the table they should position and hold it directly facing the camera.
  • Another consideration for moderators when using a 360-degree camera is to determine if the stimuli will make noise, either intentionally or unintentionally. If noise may occur, such as some type of device or packaging, the moderator will need to manage and control the noise distribution.

Once you have the video footage, it is tempting to jump right in and start clipping and creating playlists. However, this can be a mistake. Researchers should consider applying a robust taxonomy and code frame. The amount of upfront time spent creating the code will make life easier when it comes to developing the story. It helps if the individual responsible for tagging has a deep understanding of both the research project and broad objectives. This way you can ensure that nothing that might be of use in creating stories will be missed.   

Once tagged, these films can now be stored by keyword, brand name or whatever term you wish, making for simple archive storage and access to keyword searches. So now those not at the group can see the edited and structured video, with zoomed-in footage of participants, bringing the experience to life. The ease of editing these tagged films means users can supply the three-minute version for the C-suite and the 20-minute version for the marketing team. There are a number of video editing software applications that can suit a range of budgets and technical expertise, from the more basic Windows Movie Maker and iMovie to more sophisticated platforms such as Adobe Final Cut. The impact of video is stronger than using a verbatim or even a photographic vox-pop approach. Even non-research stakeholders can get a better grasp on the lives and concerns of consumers and their relationships with brands, products and services.

Focus groups of the future 

But most importantly, in the world of big data and social media listening described by The Wall Street Journal, the focus group is now even more vital in helping us to understand not only what is happening in the minds and lives of consumers but why – and therefore what actions to take. In fact, I am certain that with the growth of big data the focus group will become even more important.

So, sorry Wall Street Journal, the focus group is far from dead. I for one am very excited to see where the future takes us.