Online Bulletin Board Focus Groups Nobles Research

Online Bulletin Board Focus Groups What is an online Bulletin Board Focus group? What is an online Bulletin Board Focus group? Focus group discussion that occurs online over an extended period of time Focus group discussion that occurs online over an extended period of time Similar to a message board or chat room Similar to a message board or chat room Respondents log-in at their convenience Respondents log-in at their convenience Questions and probes to respondents sent by group moderator Questions and probes to respondents sent by group moderator Groups designed for any length of time (3-day, 7-day are most common) Groups designed for any length of time (3-day, 7-day are most common) Ideal size is 15 to 25 respondents Ideal size is 15 to 25 respondents

Advantages of BBFG Time Time Respondents have more time to respond, yielding more thoughtful responses Respondents have more time to respond, yielding more thoughtful responses Moderator / Project Team have more time to ponder respondents’ answers and pose well thought out questions Moderator / Project Team have more time to ponder respondents’ answers and pose well thought out questions Eliminates travel time to research by project team Eliminates travel time to research by project team Interact with geographically-dispersed panelists Interact with geographically-dispersed panelists Ability to interact with hard to recruit target audiences Ability to interact with hard to recruit target audiences Travel savings Travel savings

Online Research vs. Traditional Online Qualitative Research Offers time and travel savings Offers time and travel savings Ability to conduct multiple 1-on-1 interviews at the same time Ability to conduct multiple 1-on-1 interviews at the same time Can yield more in-depth feedback as respondents have more time to respond Can yield more in-depth feedback as respondents have more time to respond Traditional Qualitative Research Allows you to see respondents and observe non-verbal communication Allows you to see respondents and observe non-verbal communication Using both can yield the most robust research!

Recruiting Respondents Respondents are recruited using a screener as in traditional research Respondents are recruited using a screener as in traditional research Sample can be purchased from list or panel vendors Sample can be purchased from list or panel vendors Respondents opt-in to participate in market research studies Respondents opt-in to participate in market research studies Double opt-in ensures more committed, engaged respondents Double opt-in ensures more committed, engaged respondents Combination of phone and contact are key to ensure a high show rate Combination of phone and contact are key to ensure a high show rate Panelists recruited for separate study Panelists recruited for separate study

Discussion Flow 1-on-1 Interview 1-on-1 Interview Just like an in-depth interview Just like an in-depth interview Respondents answer moderator’s questions Respondents answer moderator’s questions Unable to see responses of other panelists Unable to see responses of other panelists Ability to conduct multiple 1-on-1 interviews at the same time Ability to conduct multiple 1-on-1 interviews at the same time Uninfluenced Response Uninfluenced Response Respond to moderator’s question before seeing the responses of others Respond to moderator’s question before seeing the responses of others Encouraged to respond to other’s postings Encouraged to respond to other’s postings Discussion Group Discussion Group Respondents see others’ responses to questions, even before they respond Respondents see others’ responses to questions, even before they respond

Virtual Backroom Allows the team to participate without having to travel to research Allows the team to participate without having to travel to research Team can log-in at their convenience Team can log-in at their convenience Team members can also flag key comments and send messages to one another Team members can also flag key comments and send messages to one another Respondents are not aware of team’s comments Respondents are not aware of team’s comments Follow discussion flow by question or by respondent Follow discussion flow by question or by respondent Can print transcripts of individual respondents or the entire group. Can print transcripts of individual respondents or the entire group.

Potential Uses of BBFG Product Usage Study Product Usage Study Respondents can provide “real time” feedback about their product experience Respondents can provide “real time” feedback about their product experience Diary of product experience Diary of product experience Concept Exploration Concept Exploration Day 1 – Behaviors, Motivations, Frustrations Day 1 – Behaviors, Motivations, Frustrations Day 2 – Concept 1 (a.m.); Concept 2 (p.m.) Day 2 – Concept 1 (a.m.); Concept 2 (p.m.) Day 3 – Usage Frequency, Occasions, Pricing Day 3 – Usage Frequency, Occasions, Pricing

Potential Uses Longer Term Study Longer Term Study Recruit panelists to participate in multiple phases of the development process (i.e. needs exploration, concept development, etc.) Recruit panelists to participate in multiple phases of the development process (i.e. needs exploration, concept development, etc.) Qual / Quant Study Qual / Quant Study Recruit a larger base (30+) of respondents for qualitative understanding and conduct small based quantitative studies Recruit a larger base (30+) of respondents for qualitative understanding and conduct small based quantitative studies

Ability to Show Various Media BBFG includes a whiteboard to show respondents stimuli that you would like them to evaluate. BBFG includes a whiteboard to show respondents stimuli that you would like them to evaluate. Forms of media include: Forms of media include: Video Video Concept Boards Concept Boards Audio Audio Web sites Web sites Package Graphics Package Graphics

Costs of Bulletin Board Focus Group Costs are comparable to traditional focus group research. Costs are comparable to traditional focus group research. Breakdown of costs include: Breakdown of costs include: Online facility rental (driven by length of study) Online facility rental (driven by length of study) Recruiting costs (driven by incidence) Recruiting costs (driven by incidence) Panelist incentives (approx. $20 / day) Panelist incentives (approx. $20 / day) Moderator fee Moderator fee

Summary A Bulletin Board Focus Group is an online research tool that allows for the gathering of information from people all over the world at all times of the day. A Bulletin Board Focus Group is an online research tool that allows for the gathering of information from people all over the world at all times of the day. Advantages include: Advantages include: Interact with geographically dispersed respondents Interact with geographically dispersed respondents Interview hard to reach, time challenged individuals Interview hard to reach, time challenged individuals In-depth feedback as respondent can provide well-thought out responses at their convenience In-depth feedback as respondent can provide well-thought out responses at their convenience Ability to share various forms of stimuli Ability to share various forms of stimuli Time and travel savings for project team Time and travel savings for project team

About Nobles Research Established in 2001 Established in 2001 Strive to provide insights to our clients regarding their business using qualitative research tools and techniques Strive to provide insights to our clients regarding their business using qualitative research tools and techniques Specialties include concept development, product development consulting, metaphor elicitation, in-context research Specialties include concept development, product development consulting, metaphor elicitation, in-context research Some clients include P&G, J&J, Ubisoft, Glad Some clients include P&G, J&J, Ubisoft, Glad Member QRCA Member QRCA