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Virtual Focus Groups: The Conference
Call Option
Focus groups are a valuable element of any diagnostic project – and a crucial step in analyzing problems and forging workable and pre-tested solutions. They offer highly useful diagnostic and design information, especially if representative groups can be assembled for their unique and complementary information. |
But these groups can be hard to organize, costly and challenging logistically. Gathering groups of people in a central location consumes valuable employee time, travel costs and precious meeting room time. One result is that simple projects can take many weeks or months to schedule and convene.
Earlier in the decade Rupert & Company began using conference call or virtual focus groups as a superior way to get the job done. Among their advantages: |
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There is no travel time or travel cost for employees |
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Anyone with telephone access can be included – “outliers” are not an issue |
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Scheduling of people is far easier and plane and room schedules don’t matter |
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The groups are comparably effective, and often seem more candid |
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Confidentiality can be maintained, allowing exploration of sensitive topics |
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Consultant time/fees and travel costs are reduced |
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We use focus groups in our opening needs assessment work with firms, in our FlexAudit™ process and developing skill grids for our leadership development projects. Among the kinds of issues we can probe with groups of employees, HR staff or managers are: |
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Assumptions of the culture: what is valued, proscribed, tolerated and rewarded |
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Value of tailored offerings: forms of flex, time off options, skill development |
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Appeal of different flexible work arrangements with a range of designs |
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Effectiveness of managers as negotiators and the processes that should support them |
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Willingness of employees to participate in a range of reward/performance trade-offs |
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An assessment of interactive skill levels among staff and managers |
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The findings of a virtual focus group project are summarized in a brief, readable, actionable report that enables decision-makers to act wisely on the problem at hand. We regularly guide senior leaders through the results and recommendations to frame a thorough discussion. To see an example of this tool at work,
click here for a case study. |
