Standard groups in which the conversation is conducted by one specialist.
A group with two communicating researchers. The first moderator controls the dynamics of the conversation and the participation of each respondent, and the second is responsible for managing the content of the conversation.
A group with two competing researchers. The two moderators should have different points of view on the same situation. And each of them should strive to direct the group members to study the subject of analysis from a special angle.
Groups with the participation botim database of the customer - he introduces some explanations into the conversation regarding the object of the study, and he also answers the respondents' questions.
Groups without a researcher. A very rare format. More common is the temporary absence of a moderator, when he leaves the group for 15-20 minutes, but leaves a certain task for the respondents. This could be, for example, creating a collage or granting one of the participants the authority of a leader.
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Alexander Kuleshov
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Focus groups online
There are two options for conducting focus groups online:
Synchronous. In this case, the discussion takes place in a live format, for example, via video link, Skype, etc.;
Asynchronous. Here, a forum can work for a week, or a survey can last up to three days – it is conducted in a chat for communication.
The advantages of these focus group methods are that respondents from different parts of our country can take part in the research, and a high level of frankness of the participants' answers is achieved, and the survey process becomes cheaper. At the same time, the quality of the research suffers a little, since it is very difficult to select participants, it is difficult to personally familiarize them with the product, evaluate their non-verbal behavior and involve all group members in the conversation at once.
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