Since I’ve been giving presentations about online research methods, some people assume I’m saying these new methods are better than the traditional, face-to-face methods, such as in-person focus groups.  That’s not the case.  Which is better?  Unsurprisingly, the answer is: “it depends.”

In some cases, logistics make online methods the clear choice.  For example, if we want to talk to people who are so rare that we can’t find enough in one location for in-person focus groups, then we might consider webcam focus groups or online bulletin boards.  Or sometimes online bulletin boards are the only research method that can fit into some busy professionals’ schedules.

But in many ways, in-person focus groups just can’t be beat. A good moderator can develop a group dynamic that gets us beyond the “politically correct” answers to how people really feel.  Once the people in the room have bonded, they can “let their hair down” and open up about their emotions regarding the topic being discussed.  Is that easy?  No.  And a lot depends on the moderator’s skill.  But it’s well worth finding the right moderator who can elicit those deeper insights.

When choosing among research methods, we really have to start with the research objective.  Are we trying to understand the emotional motivators in the purchase of a certain product, or are we just looking to make sure that people understand an ad campaign?  Do we want to find out if people can navigate a website, or do we want to know if people have any interest in coming to the site in the first place?  Choosing the best research method for a given project really depends on weighing all the factors: the type of information we hope to uncover, logistics, timing, costs – they all have to be considered together.

To discuss the best method to answer your research questions, give us a call at (818) 752-7210.

Sources: Bureau West research; “In Praise of Focus Groups and Moderators,” researcharts.com, January 20, 2011