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Online Focus Groups
We've seen quite a bit of interest recently in online focus groups, but there seems to be some confusion about how this research format actually works.
- Definition. In a "realtime" online focus group, participants are at their PCs and contribute via online chat or webcam. The 60-90 minute live sessions typically have 6-10 participants. Alternatively, in "bulletin board" online focus groups, participants are given a task (visit a website, for example) and report back the next day to describe their perceptions. Bulletin boards can have as many as 100 participants at a time.
- Pros. Because geography is not an issue, E-groups can be used to recruit hard-to-find segments (think CEOs of green medical device companies), and busy individuals (VCs, physicians, etc.) can participate in the bulletin board format as their schedules permit. Participation is less affected by group dynamics; there is less posturing and individuals are less likely to feel squelched by a dominant personality. Online groups can be pulled together quickly. And since there are no travel or food costs, online groups can be less expensive than live groups.
- Cons. The online format is less nuanced – you can't read body language, tone, gestures or expressions. Discussions can be a bit stilted, and it can also be harder to probe in an online group. In "chat-only" groups, there is no way to gauge the attention level of the participant – or whether the participant who was recruited is really the one at the keyboard at all.
- The net. Online focus groups can be very effective for reactions to 2-D stimuli such as concepts, positioning statements, logos, tag lines, websites, ad mockups, etc. However, live groups may be in order if you need to showcase customer or prospect commentary, if you need participants to touch a live product sample, if you really want to get at the "why" of an issue, or if you need participants to do a group exercise.
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>> Administaff Creates SMB Resource Site
HR services provider Administaff has introduced BizTools.com, an online resource for entrepreneurs. The site features articles from Biz Info Library, a content aggregation service of the Ewing Kauffman and Edward Lowe Foundations. It also includes separate blog and news feeds. Administaff intends to generate revenue through advertising and commissions from transactions in the onsite marketplace.
>> Qwest Launches Small Biz Tech Community
Qwest's newly launched Small Biz Tech Wiz site is positioned as a social network for small businesses in need of insights on using technology. Using a "Powered by Qwest" tag, the site includes resources, blogs, message boards and other community features. Small business members are encouraged to post information about their companies, share their experiences and interact with other business owners.
>> Washington Mutual Hosting Local Business Breakfasts
WaMu is hosting a series of local breakfast events for small businesses in Atlanta, Las Vegas, San Jose and Seattle. Each event includes a panel of experts sharing ideas and best practices on topics such as "positioning your business for success" and "how to turn your bottom line green." WaMu small business specialists will be on hand to meet with attendees and promote the bank's services.
>> Office Depot Teams Up with Google
Office Depot is promoting Google's small business marketing products through a new online Business Resource Center. Office Deport customers will have access to Google AdWords, Google Apps and the Google Local Business Center.
>> Yodle Takes on the Housing Downturn
Online ad/lead generation services provider Yodle has set up a sitelet called HousingDownturn.org to help small contractors and home improvement companies grow their businesses in a slow market. Yodle is also offering those vendors a free professionally designed website when they sign up for Yodle's local online ad services.
>> MOLI Goes After Small Businesses
Seeing small business as the "next frontier" in social networking, platform creator MOLI has set up the MOLI Small Business Center as a community for small business owners. Content partners include E-Myth for educational programs and AOL-Yedda's Q&A service.
Send us your news.
>> Wells Fargo/Gallup Small Business Index: Small business owner optimism hits five-year low.
>> PaySimple/Market Platform Dynamics: Small businesses believe more of their commerce will be done using electronic payments.
>> Register.com Small Business Web Survey: Small businesses intend to make additional investments in website design, SEO and email marketing.
>> InfusionSoft Small Business Marketing Frustration Survey: "Following up with leads" is biggest failure of small business marketing efforts.
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