Evidence-Based Innovation Blog

Adapting to COVID-19: 5 Steps to Avoid Online Focus Group Disasters

Posted on Feb 3, 2021 8:51:54 AM

Understanding prospective customer and student needs and what will best serve them is especially critical during this unprecedented time. How can institutions help them feel connected? Which concerns must be addressed for in-person delivery? What barriers exist to enrolling this year?

As the COVID-19 pandemic has forced corporations to pivot to digital channels and universities to virtual instruction, many organizations have shifted to virtual focus groups to capture critical information typically gathered through in-person focus groups.

However, online focus groups present unique challenges - have you ever had a virtual focus group go “off the rails” like this 'unity' themed focus group from ex-GOP pollster Frank Luntz? 

“The Zoom session was swiftly derailed by shouting, crosstalk, disputes over basic facts and even deeply personal attacks, such as one panelist mocking another for sharing his mother's death from COVID-19.” (view both short videos below)

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Tags: Qualitative Research, Focus Groups, Steve Keppel