Making Room for Zoom in Focus Group Methods: Opportunities and Challenges for Novice Researchers (During and Beyond COVID-19)

Making Room for Zoom in Focus Group Methods: Opportunities and Challenges for Novice Researchers (During and Beyond COVID-19)

Introduction

In the midst of the COVID-19 pandemic, many researchers have had to adapt their methods to the virtual world. This includes the use of videoconferencing applications like Zoom for conducting focus groups. In this article, we will explore the experiences of 12 doctoral students who used Zoom for focus group research during a qualitative methods course. We will discuss the opportunities and challenges they encountered as both moderators and participants, and how these experiences can contribute to the growing literature on online focus groups.

Comparing Online and In-person Focus Groups

Traditionally, focus groups have been conducted in-person, allowing researchers to build rapport with participants and capture non-verbal cues and body language. However, the shift to online focus groups, or OFGs, has brought about new considerations. Many researchers have found that smaller group sizes prevent chaos, conducting trial runs to test technology is essential, and deliberate efforts to build rapport with participants beforehand are necessary. These recommendations help ensure the success of OFGs and mitigate some of the challenges that arise from the lack of in-person interaction.

Advantages and Disadvantages of Zoom Focus Groups

OFGs, including those conducted on Zoom, offer several advantages over in-person groups. They save costs, provide greater participant access, and often result in better engagement. However, there are also disadvantages to consider. Connectivity issues and video quality can be problematic, hindering the smooth flow of the focus group. Despite these challenges, studies have shown that a majority of participants prefer Zoom as a method of conducting interviews, indicating a growing familiarity and acceptance of this platform.

Synchronous vs. Asynchronous OFGs

OFGs can be classified as either synchronous or asynchronous. Synchronous OFGs are real-time conversations that happen through a virtual platform like Zoom, while asynchronous OFGs occur over a longer period through mediums such as email or online forums. Both types have their limitations, with text-based asynchronous OFGs lacking the ability to capture non-verbal cues and spontaneity in participant responses. Audiovisual OFGs, like those conducted on Zoom, have been found to remedy these limitations, allowing for a more comprehensive understanding of participants' experiences.

Self-Study Research Methods and Zoom-Based Techniques

Self-study research has been used to enhance self-reflexivity and challenge traditional notions of research and practice. In the context of Zoom-based focus groups, having a meta-moderator, someone responsible for handling technology and logistical issues, can be beneficial. This allows moderators and participants to focus on the interviews while ensuring that any technical difficulties are promptly addressed. Additionally, thorough preparation by the meta-moderator, such as selecting the videoconferencing app, organizing the time schedule, and testing security features, is crucial for a successful Zoom-based focus group.

Building Rapport and Encouraging Participation

Building rapport and creating a comfortable environment for participants is essential in any focus group, whether conducted in-person or online. In the virtual setting, introductions at the beginning of the focus group can help establish a feeling of commonality among participants. Utilizing various techniques, such as providing opportunities for all participants to speak and reflect, and utilizing engaging tools and online learning platforms, can further encourage active participation in the focus group.

Challenges of Zoom Focus Groups

Participating in a Zoom focus group presents its own set of challenges. Sustaining engagement with other participants and maintaining focus during discussions can be difficult, especially with potential distractions in the participants' environment. Technical difficulties, such as internet connectivity issues, can also pose frustrations and disrupt the flow of the focus group. Being aware of these challenges and implementing strategies to overcome them is crucial for a successful Zoom focus group.

Actionable Advice

Based on the experiences shared by the doctoral students in this study, we have identified three actionable pieces of advice for novice researchers conducting focus groups on Zoom:

1. Test the technology beforehand: Conduct trial runs to familiarize yourself with the platform and ensure that all participants can connect smoothly. This will help prevent potential disruptions during the focus group.

2. Build rapport with participants: Take deliberate efforts to establish rapport with participants before the focus group. This can be done through email communication or a pre-focus group meeting. Building rapport will create a comfortable environment for participants to share their experiences.

3. Encourage active participation: Utilize various techniques and tools to encourage active participation from all participants. This can include providing opportunities for reflection, utilizing engaging online learning platforms, and utilizing multiple user-friendly response modalities.

Conclusion

Zoom-based focus groups have become a valuable tool for researchers, particularly during the COVID-19 pandemic. While there are challenges to navigate, such as connectivity issues and maintaining participant engagement, the experiences shared by novice researchers offer insights into how to conduct successful Zoom focus groups. By incorporating the actionable advice provided, researchers can maximize the opportunities and overcome the challenges of using Zoom for focus group research.