VisualFocus: Better focus groups thanks to smartphones

Discusses how using VisualFocus, a tool that facilitates the inclusion of mobile phones in qualitative research, can create more engagement and better insights from focus groups.

Why we transform smartphones into remotes during focus groups

Introduction

As researchers, we all know traditional focus groups where we put our effort into creating constructive group dynamics, and focus on the discussion and the topic at hand. The introduction of mobile phones, and especially smartphones, has had a negative impact on the ability of respondents to focus. After 15 to 20 minutes in a focus group, respondents start becoming nervous and secretly checking their smartphones. They tend to be distracted by incoming messages or social talk, news flashes or other digital options.

As moderators, we find nothing more annoying...

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