Editor's note: Tom Greenbaum is president of Groups Plus, a Wilton, Conn., research firm.

While most market research professionals will agree that watching focus groups via videoconferencing is not as effective an experience as observing from behind the one-way mirror, it definitely is far better than listening to audio or videotapes after the fact. Videoconferencing does enable the client personnel to observe the proceedings in real time, and therefore have the opportunity to provide input to the moderator. However, many users of focus group videoconferencing do not get as much benefit from this technique as they could, because they do not follow some basic guidelines which would enable them to maximize the use of this very effective new technology.

The following will summarize the most important actions that a client organization can take to leverage the benefits associated with using the videoconferencing technology when conducting focus groups in remote locations.

At the focus group facility

  • Before the groups begin - It is very important that the moderator conduct a short briefing with the people in the remote location before the sessions begin. The purpose of this briefing is to outline the approach that will be followed in conducting the groups, and how the moderator anticipates interacting with the people in the remote location. Also, the pre-briefing should review the objectives of the sessions, the composition of the groups, and the structure of the post-group debriefings. This is important, as it sends a message to the people at the remote location that they should stay to the end so they can participate in the discussion with the moderator.
  • During the groups - One of the biggest mistakes that organizations make when using videoconferenced focus groups is not to send anybody to the remote location to interact with the moderator while the groups are in session. The assumption is that the moderator will be able to come to the back room during the group and talk to the people at the remote location via telephone about any questions they might have, in much the same way that they might if the observers were located behind the mirror. This arrangement does not work, as it is too difficult and time-consuming for the moderator.

The optimal solution would be for a very senior person on the project team from the client organization to attend the focus group. This person is charged with the responsibility of being the conduit between the people at the remote location and the moderator. Their job is to ensure that any information that the people want to communicate to the moderator can be easily understood in a quick interaction when the moderator comes to the back room for a brief time during the group. This makes the moderator's job of receiving client input both more effective and much more efficient.

At the remote location/client observation room

  • Invitations and guidelines - When people are invited to attend the focus groups in the remote location, they should be provided with the "rules" of the research that are required in order to participate. While these may vary by organization, some of the suggested rules that make for very effective observation sessions are:

    - All observers must be seated at least 10 minutes before the groups begin. Latecomers will not be permitted to enter, as that is distracting to the others.

    - People will not be permitted to leave the room during a session.

    - There will be no use of telephones during a session, and no interruptions from outside the focus group room from secretaries, other colleagues, etc.

  • Room arrangements - It is very important that a remote viewing room be arranged so that attendees have a good view of the focus group proceedings. Therefore, it is essential that sufficient monitors, ideally very large wide-screen versions, are available in the room for people to use during the session.
  • Pre-group briefing - At the remote location, there should be a pre-group briefing by one person who is in charge of the activities at this end. They would provide each attendee with copies of materials needed to observe the groups (i.e., discussion guides, other stimulus materials) and would review the rules regarding leaving the room and using phones. They also would emphasize the need for quiet during the session.
  • During the group - Once the group begins at the facility location, all lights are turned off in the remote area, to encourage people to focus on the monitors. This is a vital part of a successful remote viewing experience, as the dark environment will discourage talking and interaction among the various people in the room. If people require some light for note-taking, arrangements should be made for very low wattage lights to be available to them.

The local chairperson should serve as the conduit between the people in the remote observation area and the client contact at the focus group facility. Therefore, if someone has an important question that must get to the moderator, this should go through the chairperson to get to the facility. This provides some degree of control on the quantity and nature of the material that ultimately gets asked of the moderator during the group.

Here to stay

Videoconferencing of focus groups is a trend that is here to stay. There are many benefits of using this technology, not the least of which is the very significant cost savings that companies can realize from reduced travel expenses. However, if the technology is not utilized properly, its benefits will not be worthwhile, as the value organizations get from their focus groups will be significantly reduced. Hopefully, the information in this article will help users of videoconferencing make the technique work more effectively for them, and encourage non-users to try videoconferencing, now that they know how to get the most out of the technique.