Despite the fact that bulletin board focus groups have been around for so long, I’m continually surprised by the number of otherwise research-savvy clients who have never heard of them. Here are some of the most frequently asked questions I get about this powerful research method.

–Robin Wedewer

What is a bulletin board focus group?
A bulletin board focus group is an asynchronous, threaded discussion typically involving up to 30 of individuals over extended periods of time. The participants log in to the software at a URL with a user name and a password to answer questions that are posted and monitored by a moderator, who can also probe respondents for clarification.  The Bulletin Board is rapidly growing in use because it offers very flexible and unique ways to gather research that would be difficult or impossible using traditional methods.  The sessions can vary from two days to many months, but the standard would be from 3-7 days.

Groups of up to 30 people can participate simultaneously, or it can be set up for individual interviews which could include up to hundreds of participants who never see other responses.  It is a flexible research tool that allows the moderator to post questions manually or automatically at pre-determined times.   The Respondents can take as much time as they want to respond so it is possible which can produce lengthy responses which can be probed.  The convenience of being able to log in at any time also makes them ideal for busy individuals or studies across multiple time zones.    Any stimuli that can be presented on the Web (Web pages, Flash and PowerPoint presentations, Audio and Video Files, and Images) can be presented in a variety of ways.  Responses can also be forced using optional settings to reduce bias, conduct individual interviews, and control the sequence of viewing questions.  Observers can collaborate remotely unseen by the respondents, and the Moderator can post private or general probes to any posting.  Immediate transcripts are available, and various types of reports are available to determine activity and participation levels.  Both will accommodate client observers who can post private messages to the moderator and to other observers that are unseen by the respondents.  Each has an electronically captured transcript that is an immediate record of the session.  As with any research project, it is important to determine the most appropriate method based on the timeframe, budget, and purpose of the study.  Bulletin board groups will be more expensive, but one of them can provide the equivalent of three to four face-to-face or synchronous online groups.

How is it different from an online focus group?
The synchronous online focus group tends to replicate the face-to-face version that typically has from 6-8 respondents, over a specified one to two hour time frames. The bulletin board focus group will last anywhere from 3 days to many months and can involve daily or weekly participation depending on the study.  Dynamics in a bulletin board are delayed and depend upon the participant logging in to view and respond to new postings.  Dynamics and bias can also be controlled using the optional forced settings that are available in the software when setting up the project.  In many cases, the responses that occur today will influence the questions that will be asked tomorrow, so the flexibility is greater than the live session which typically uses the pre-loaded discussion guide to get through the questions within the time limit of the group.  The longitudinal capabilities of the Bulletin Board also allow for evolution and development of ideas or concepts over time.  Because the participants can log in to participate anytime that is convenient to them, they are also ideal for busy individuals who may not have two hours to participate, but could fit it into their schedule.  The responses to the moderator questions and probes tend to be far richer since there is no waiting for the moderator questions.  In both online qualitative methods, each participant has an equal opportunity to contribute since they do not have to wait for their turn to speak, and the anonymity of the communication process encourages more open and honest responses and less influence of group leaders or bias.  There is also no travel required, and no travel costs.

The interaction in a synchronous online focus group is in real time and allows for immediate reactions to stimuli and responses to each others comments.  The bulletin board group allows the participants to respond to questions and other member’s posts but it will be dependent on how often they log in to participate.  In many cases, the moderator can send daily reminders to participate and encourage participation or additional postings to specific topics being discussed.  Due to the immense volume of responses, moderators typically log in throughout the day, and provide clients with daily summaries.  New postings are flagged so the moderator can find new postings easily without having to go through the entire transcript to find them.

The synchronous online focus group gathers information very quickly and can provide answers within a very short time frame.  The synchronous bulletin board group gathers more detailed information over longer periods of time, and allows for probing in greater depth.  The synchronous online group tends to follow a very tight structure to cover the topic within the time frame while the asynchronous bulletin board has greater flexibility to explore topics over extended periods.

Who typically participates in a bulletin board focus group?
Both the online focus group and the bulletin board focus group require participants who can access the Web and have the ability to communicate by typing.  Typing proficiency will be more important within the synchronous group, while the bulletin board only requires that they have the ability to type their comments, but could be at a much slower pace.  Recruiting is very similar, but the bulletin board group will require higher incentives and commitment levels to the longer time period involved.  As the Web increases in both diversity and population, more types of studies will become common.

It is important to determine how well the respondent can communicate their ideas, so open ended questions by email are an important screening step.  Previous participation in chat rooms, discussion boards, email list-serve groups and overall Internet savvy will help in identifying potential respondents who are comfortable using various forms of electronic text communication.  It is also possible to involve a broader, more geographically dispersed source of respondents who reside outside the typical metropolitan areas with traditional facilities.
When is the best time to conduct a bulletin board group?
Bulletin board focus groups are conducted anytime it is convenient for all the participants, and will have a range of days rather than an exact time.  Recruiting should determine availability and willingness to commit to the time frame and any minimum levels of participation that might be required.  Because the group takes place on the Web, it eliminates most geographical and time limitations.  Bulletin board groups are much more technically forgiving since there will be less impact from Internet slowdowns and potential technical disruptions.  If a participant cannot get in due to technical problems with their computer, Internet connection or Web congestion, they can simply log in at another time.  Since participation can be at any time the respondent chooses, it is possible to conduct group around the globe simultaneously that offers the researcher some very interesting opportunities and applications.
Why are bulletin board groups appropriate for so many different applications?
A bulletin board group can be used for just about any application that an online focus group could be used.  It may also be easier to involve certain groups of professionals that may have difficulty committing to 90 consecutive minutes of their time.  They are ideal for employee research, business-to-business studies, dealing with personal or medical issues where anonymity enhances participation and true feelings.  The nature of the bulletin board is also ideal in situations where the participants enjoy the opportunity to share their views and interact with others in their professions since they can think through their answers and review them before posting.  The ability to develop concepts, ideas, or products over time is a very powerful technique and allows a rough initial version to be refined over a relatively short time period.  The bulletin board group also allows the researcher to do studies that would be impossible or impractical to do using traditional methods.  Since the bulletin board does not try to replicate or imitate a face-to-face focus group it also take the research opportunities into new directions that truly leverage the power and unique nature of the Internet.  They can be used in applications that range from the individual interview to hundreds of people in different qualitative/quantitative hybrids that are emerging.  In some of these, using the Interview mode, web-based surveys can be conducted in the whiteboard while the discussion questions serve as probable open-ended questions.  The responses help screen and identify the thought leaders who can then continue in an interactive group mode once the discussion is closed off to the other participants.  Many clients like the bulletin board because of the richness of the information being gathered, the greater flexibility they offer, and the convenience of not having to travel.  Many researchers feel more comfortable with the bulletin board because of the range of possibilities, less technical impact, and the depth of content.