Powerpoint used during the 2012 - Minnesota Evaluation Society Institute (MESI). For more information about the project and useful handouts visit http://z.umn.edu/onlinefocusgroups
1. UMN Research Group:
with Mary Anne Casey, Sally Dinsmore, David Ernst,
Jim Hatten, Richard Krueger, Michael Lee, Caryn
Lindsay, Alison Link, Nance Longley, Mary Katherine
O'Brien, Patrick O'Leary, Alfonso Sintjago
2. Why/how is this a focus group?
○ A small, homogenous group of information-rich
participants
○ Involved in a focused discussion (in-person,
online, or over the phone)
○ In a non-threatening environment
○ Guided by a skilled moderator
○ Using systematic and verifiable analysis
6. Key Logistics
● Test it! Before Going Live
● Every Discussion May Take A Day or More
● 2 to 3 Moderators Are Needed
● Basic Tech Support Is Recommended
14. Collecting Data
Flickr Image - CC BY-SA 2.0 – by letmehearyousaydeskomdeskom
15. Important Steps for Moderators
1. Require participants to create an account.
2. Give clear instructions on how to navigate the site.
3. Answer questions via internal messaging or email.
4. Monitor participants' answers, and encourage them to
respond to each other’s comments.
5. Summarize responses with a post at the end of each
day through a short list of bullet points.
17. Ning Demonstration
● Log into focusgroupmesi.ning.com
● 15 groups - Username and Password provided
● Visit discussion forum and answer...
● What is one of your favorite online shopping
sites?
● We will encourage you to use the chat room
for side conversations.
● Any Questions?
27. Take-Aways for Synchronous Groups
● Have 2-3 moderators
○ Talk-moderator
○ Tech-moderator
● Hardware:
○ headphones (mandatory)
○ plugged into ethernet (if possible)
● Teach the tech - before and during
● Build in redundancy
● Anticipate glitches and model patience for your
participants (i.e. Stay cool!)
30. Environment
● Make it welcoming
○ friendly feeling
○ welcome video
● Personalize it
○ profile pictures, avatars
○ let people display their "personhood"
● Pay attention to layout and design
○ simple! simple! simple!
31. Participants
● Keep the group small (4-5)
● Know your audience
○ Busy lives
○ Technology skills
○ Technology availability
● Consider how you recruit
○ Furnish the right incentives (to keep them coming
back!)
32. Technology
● Keep the tools simple
● Stay behind the curve
● Keep the technology support "quiet"
○ Be unobtrusive
(don't interrupt the conversation)
○ Be proactive
(teach the technology, practice session, have a
back-up plan)
33. Moderator
● Establish rules of engagement
● Be socially present
● Have multiple moderators
● Be prepared to manage interactions