How do you design and run a hybrid Focus Group that combines online and in-person elements?

1 Define your objectives

The first step is to define your research objectives and questions, and how they relate to your target audience and context. This will help you decide whether a hybrid Focus Group is suitable for your needs, and what kind of online and in-person elements you want to include. For example, you may want to use online surveys or polls to screen and recruit participants, online platforms or tools to collect pre- or post-Focus Group data, or online video conferencing to conduct the Focus Group itself. Alternatively, you may want to use in-person methods for some or all of these stages, depending on your resources, access, and preferences.

2 Choose your format

The second step in creating a hybrid Focus Group is to choose the format and structure based on objectives, audience, and context. Options include a sequential Focus Group that compares or complements the results of an online and in-person session, or a concurrent Focus Group that gathers diverse perspectives or tests different scenarios. An integrated Focus Group combines online and in-person elements, such as using online platforms during an in-person session or having some participants join remotely. Additionally, you need to consider the number of participants, moderators, and observers, the duration of the Focus Group, and any activities or questions you will use.

3 Prepare your materials

The third step in preparing for your hybrid Focus Group is to ensure that all materials and equipment are compatible and reliable. This includes developing a recruitment strategy and screening criteria for participants, as well as creating a consent form and incentive scheme. Additionally, create a moderator's guide and note-taker's guide, which should outline the objectives, agenda, questions, and prompts for the Focus Group. You will also need a technical checklist and backup plan to detail the online platforms or tools you will use, the internet connection and bandwidth requirements, the audio and video settings, the recording and storage options, and any contingency measures in case of technical issues or disruptions. Finally, it is recommended to do a test run and pilot session to get feedback from a small sample of participants or colleagues.

4 Recruit your participants

The fourth step in the process of forming a hybrid Focus Group is to recruit participants. You can identify and contact potential participants through online or offline methods, like email, phone, social media, or referrals. After screening and selecting participants using surveys, polls, interviews, or focus groups, you should confirm and remind them of their participation. Additionally, you should provide participants with information and instructions such as the purpose and format of the Focus Group, the consent form and incentive scheme, the online platforms or tools they will need to use, and the technical requirements and support they will have.