Connected tools: Online discussion groups

Online discussion groups enable a synchronous conversation of around two hours involving 6 to 8 participants. Researchers have the option of moderating the conversation intensively and feeding ideas to participants for inspiration, or can equally encourage free interaction to maximize spontaneity. Online discussion groups allow using a variety of projective, drawing, sorting, uploading and media sharing techniques.

When use this tool?

• In product innovation research discussion groups can be used for product concept & packaging optimization, but also to clarify results from a product concept or in-home user test.
• For usage & attitudes or segmentation studies online discussion groups are used to illustrate buying behavior and personify market segments.
• Communication tests - story boards, print, online as well as audio visual commercials - can be performed in a series of discussion groups in pre and in post tests to demonstrate people's associations, comprehensions and judgments of messages and executions.
• Mood boards and projective techniques are also successfully used in online groups for brand equity and personality exercises.
• Online discussion groups are used in customer satisfaction studies for people to share their (dis)satisfaction and experience with specific transactions (e.g. becoming a customer, buy a new product, use the helpdesk) or the company in general.

Discussion groups can be used both stand alone as well as for fine tuning questionnaires or conclusions of a quantitative study. In business to business research these tools are handy for group - but even individual - interviews as professionals do not need to travel or leave their desk.

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