5 Reason Why a Market Research Community is Better than a Traditional Focus Group.

Market Research Community

Focus groups have long been the go-to solution when deciding to conduct a project where market research is needed. Over time we have become more advanced with how we spend time and the need to be more productive since we never have enough hours in the day.  Using a market research community to virtually conduct focus groups can save yourself some of the headache involved with using a traditional focus group.

Below are 5 ways QuestionPro’s online communities work in your favor.


Using a community offers a cost-effective way to capture insights from respondents to track over time.  Save on travel costs, logistics and renting out a market research facility needed to conduct a focus group. Also, since the participants are engaged and have already shown commitment in participating in your studies, you’re more likely able to have lower incentive costs.

Travel time

In addition to cutting down on travel costs, communities eliminate travel time as well.  Conduct a focus group at your company’s location instead of factoring in travel time (both city-wide and across multiple states).  Set up your community with participants in a number of different locations to obtain additional segments as well.

Recruitment Time

Having an online community means to access a ready-to-go group of interested individuals at your disposal.  These like-minded individuals are discussing and learning about things that are highly relevant to their interests and are very engaged.  Bonus tip: when you have completed your qualitative study, make a note participants who were especially enthusiastic about the subject to be priority participants in future studies.

Target large target demographics at once, instead of doing multiple focus groups

Focus groups generally have anywhere from 4-10 participants per session.  However, a community can target and engage well over 50+ across a variety of different segments. Control specified questions for different segments (age, income, gender, etc) on one platform, in one single study.

Multi-device vs. In-person

Have participants complete tasks across mobile, IPad and computer devices, rather than meet at a location during specified times.  Participants can view and upload videos, pictures of products they use, and post comments across multiple devices at a time that’s most convenient for them by deadlines you set. In addition, unlike a focus group, feedback doesn’t have to stop after a session.  Use your community to send follow-up questions or tasks. Participants will think this out of the ordinary experience is better than sitting in a room for 2 hours.


Getting participants over “groupthink”

Groupthink occurs within a group of people where there’s the desire for conformity in the group.  In other words, participants in a focus group will take on a similar mindset as other participants, even when their opinion might differ.  This can happen quite frequently in an in-person focus group setting. Focus groups held in an online community are less likely to have a groupthink mentality.  The reasoning behind this is if a participant can take the time to think about their answers without feeling overwhelmed and intimidated by other members, you’ll get more truthful, well-thought-out answers.

Begin by setting up your online community at www.questionpro.com/communities/