How Video Can Revolutionize Your Focus Groups

Focus groups are a time-tested way to build brand awareness and gauge public perception. And while this methodology does have its limitations, marketing experts are discovering that the best way to overcome those obstacles is with technology.

According to the GreenBook Research Industry Trends Winter 2013 Report, an average of 50% of clients and researchers advocated exploring new technologies. While the survey shows that focus groups remain “the primary qualitative research methodology” for marketing information, approaches to conducting such groups are changing. Online focus groups with webcams were used by 15% of respondents. Twenty-six percent of respondents were using webcam-based interviews for research in 2012, and an additional 33% were considering the

investment.

Key Takeaways

• ​According to GreenBook, 50% of researchers wish to explore new technologies in qualitative research methods.

• Video technology within focus groups helps researchers derive meaning from the sessions by ready body language and assessing participant interaction.

• "Recorded video captures transformation and growth, understanding what moved participants from uncertainty to a more positive position or even appreciation.”​

Read more at Inc.

By: Megan Lueders, AMA

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Angie D OGrady

COOxist

Executive Leadership