2012 - mesi - online focus groups presentation

UMN Research Group:

with Mary Anne Casey, Sally Dinsmore, David Ernst, Jim Hatten, Richard Krueger, Michael Lee, Caryn

Lindsay, Alison Link, Nance Longley, Mary Catherine O'Brien, Patrick O'Leary, Alfonso Sintjago

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

The Technology "Time-Space Continuum"

a Multi-Purpose Asynchronous Environment

Overview

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

Key Features

Affordability

Works Well with A Poor Internet Connection

Threaded Discussion Board

Feature Must be Activated Its Benefit!

Chat Feature (Present in Every Page)

Relevance of Visual Appeal

Collecting Data

Flickr Image - CC BY-SA 2.0 – by letmehearyousaydeskomdeskom

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.

We Hope You Enjoy Using Ning!

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?

Sign in to - focusgroupMESI.ning.com

Adobe Connecta Multi-Purpose Synchronous Environment

Overview

● Synchronous (Real-time)● Feature-rich, multimedia options● Already popular with organizations for

trainings, webinars, etc.

Website: http://www.adobe.com/products/adobeconnect.html

Price: $55 / month / hostRecommended: 2 hostsFree for UMN employees (http://umconnect.umn.edu)

Sample

<embed video clip of most impressive part!>

Welcome Room

Text Chat Room

Voice Chat & Whiteboard Room

Voice & Video Chat Room

Cooldown Room

Adobe Connect Demonstration

http://umconnect.umn.edu/mesidemo2012

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!)

Lessons Learned

Lessons Learned

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!

Participants

● Keep the group small (4-5)

● Know your audience- Busy lives- Tech skills- Tech availability

● Consider how you recruit○ Furnish the right incentives (to keep them coming

back!)

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)

Moderator

● Establish rules of engagement

● Be socially present

● Have multiple moderators

● Be prepared to manage interactions

http://z.umn.edu/onlinefocusgroups