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What are the best practices for moderating TV focus groups online?

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TV focus groups are a valuable tool for TV producers to test their shows, gather feedback, and improve their ratings. However, conducting TV focus groups online can pose some challenges, such as recruiting participants, ensuring engagement, and managing technical issues. In this article, you will learn some best practices for moderating TV focus groups online, based on the experience of seasoned TV researchers and moderators.

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Sarah W.

Content strategist and social media manager | Helping businesses with campaign management and activation
Hart Fisher

Owner/Operator of American Horrors

1 Choose the right platform

When moderating TV focus groups online, the first step is to choose a platform that meets your needs and budget. Options such as Zoom, Skype, WebEx, or specialized platforms like FocusVision or QualBoard are available. Consider the size and type of your group, the features and functionality of the platform, and its security and privacy features when making your decision. It is important to consider whether the platform provides tools for sharing videos, polls, surveys, or transcripts, as well as its capacity for recording and analyzing the sessions. Additionally, consider if it has robust encryption, consent forms, or data protection policies if you are dealing with sensitive or confidential information.

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Sarah W.

Content strategist and social media manager | Helping businesses with campaign management and activation
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I would disagree that a platform is the best outcome. Being in a physical space is what allows ideation to develop. Physically writing, drawing, sketching.

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2 Recruit and screen participants

The next step is to recruit and screen participants who match your target audience and criteria. You can employ various methods, such as online panels, social media, referrals, or incentives. However, you need to also guarantee that they have the necessary equipment, internet connection, and availability to join your online focus group. To ensure this, use a screening questionnaire or a pre-interview to verify their eligibility, interest, and suitability for your topic and format. Additionally, provide clear instructions and expectations for the online focus group, including the date, time, duration, platform, and compensation. Lastly, send reminders and confirmations before the session and follow up with any questions or issues they might have.

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3 Prepare and plan your session

When preparing and planning your session, you should consider the objectives, questions, materials, and agenda. It is important to cover the most important aspects of your TV show while allowing for flexibility and spontaneity. Utilizing a discussion guide or script can help structure your session, but you should be prepared to adjust based on the group’s responses. A combination of open-ended and closed-ended questions can provide diverse insights. Visual aids such as video clips, images, or slides can help stimulate discussion and engagement, but should be used sparingly to avoid overwhelming the participants.

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Sarah W.

Content strategist and social media manager | Helping businesses with campaign management and activation
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But also plan for the unexpected. The beauty of these sessions is, and I hate this term, spit-balling ideas so that the flow comes naturally. Rather than scripted stages.

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4 Engage and manage the participants

The fourth step is engaging and managing the participants during the session, which requires communication skills, rapport, and moderation techniques. Creating a comfortable and respectful environment is key, where participants feel free to share their opinions and experiences. Introduce yourself, explain the purpose of the session, and establish some ground rules and expectations for the participants. Icebreakers or warm-up activities are also useful for breaking the ice and building rapport among the participants. Verbal and non-verbal cues such as eye contact, nodding, smiling, or paraphrasing can show interest and encouragement. Active listening, summarizing, clarifying, or validating should be used to ensure understanding and accuracy. Facilitation, mediation, or intervention can be used to balance participation, avoid conflicts, or address technical issues.

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5 Wrap up and follow up

To wrap up the session, thank the participants, collect feedback, and analyze the results. Summarize the main points and themes of the session and ask for any final comments or questions. Express gratitude for their time and remind them of the compensation or incentive they will receive. Afterwards, send a follow-up email or survey to get feedback on the session, their satisfaction, or suggestions for improvement. Finally, review the recordings, transcripts, or notes to identify key findings, insights, or recommendations for your TV show.

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Hart Fisher

Owner/Operator of American Horrors
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It's bs. Focus groups can vastly take you away from your objective. Your average microwaving focus participator knows next to nothing about actually baking a cake, yet you want them to tell you how to bake a cake better? Hilarious. That's why corporate tv is performing so terribly, while independent content and independent visions are thriving. There's no focus group for Joe Rogan's show. Period. You want to see how to build an audience, then check out the American Horrors OTT tv channels. They have built up an audience of millions with ZERO focus groups, with ZERO press from the mainstream media... BUT they bring the entertainment. It's about the bread and circuses folks.

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What are the best practices for moderating TV focus groups online?

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1 Choose the right platform

2 Recruit and screen participants

3 Prepare and plan your session

4 Engage and manage the participants

5 Wrap up and follow up

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