Risk happens
If only pandemics were predictable! Every project manager knows that there are always risks lurking; and monitoring these must be done continuously throughout your project cycle. However, even with all our brainstorming about what could go wrong and contingencies planned, we never once thought to plan for a pandemic until we were in it.
Apparently, not only are pandemics not predictable, they aren’t conveniently scheduling their timing to coincide with completed fieldwork either. It seems they occur like a tailspin – right down the center of your carefully tailored work plans, deadlines, and contracts.
Surprise!
Two weeks before the roll-out of our in-person data collection the unimaginable occurred - the world came to a screeching halt. Seemingly overnight, we were forced to ‘shelter in place’, ‘work together apart’ and ‘socially distance’ for our safety and that of our communities. But - all our data collection for this project was supposed to have been in person. How could we quickly adjust to be able to execute our contract and meet our obligations as deadlines raced towards us? Did this mean that our focus group discussions were now impossible with the need for other means of data collection? – Absolutely not! It did however mean that we were required to adapt to the changes presented to us.
Embracing the new normal
Focus groups have, over the years, made their mark as an indispensable methodology in qualitative research and evaluation. The ability for facilitators to garner real-time, interactive data provides the necessary “sweet spot” needed as various constructs are explored and assessed. Well planned discussions, led by an efficient moderator, allow an opportunity for a front-row seat or rather, backstage pass to the intricate views of your target population which simply would not have been gleaned from individualized, quantitative means. Natural conversations result in more natural, and by extension, more honest and expansive responses. Casual discussions result in new thinking and as these discussions become more energetic the results become even more rewarding. While we are certainly aware of the numerous advantages of focus groups we could not ignore the fact that the traditional format which we intended to implement that relied on individuals being in the same physical space having moderated discussions – was now a major disadvantage.
As we all mostly shifted our lives to a virtual format, we realized that focus group facilitation would be no different. The situation we were presented with just forced us to step away from the traditional and dare to embrace this not so conventional format. Following consultation and approval from our client, we moved forward with our new plan – online focus groups.
Our experience Firstly, we are grateful that the technology to even explore a virtual online focus group that would enable efficient data capture without losing the integrity of the data in the process existed and was accessible. We tested a few options, including a free platform, that had video capability and other interactive features to preserve that ‘in the same room feel’, allowing the team to still be able to observe non-verbal cues such as facial expressions and hand gestures. Here’s a summary of our experience. Things that stayed the same
Mobilization of participants can take considerable effort. We emailed personalized invitations to participate and register using an online form, but the uptake was initially minimal. We followed up with phone calls to each participant which enhanced commitments to participate. Even with all of this, as well as on-the-day reminders sent to participants, there were still no-shows. It is therefore always a good idea to over-recruit for a session, if possible.
Laughter and energy. Our virtual icebreakers brought the usual laughter and as the minutes rolled by, our participants stayed engaged and the conversations blossomed.
Your moderator can make or break your sessions. Choose someone who can be engaging and personable irrespective of the platform. Our moderator, Dr. Kelly-Ann Gordon-Johnson, is a superstar and had this to say about her online experience – “There were some challenges. It took away from that in-person touch, but the participants cooperated with requests and activities to make the experience as interactive as possible and the discussions (still) provided a lot of insight on key areas to address.”
Things that worked well
Of course, convenience is the most obvious benefit. A virtual platform facilitated convenient participation for everyone. We had participants from as far as Westmoreland, the other end of the island, from where we are in Kingston. Participants were able to join from their homes, offices, and even cars; and one of our directors was also able to participate as an observer from overseas.
We are all in this together. Virtual engagement is the ‘new normal’ so for the most part, our target population - teachers from both urban and rural settings, also had access to the internet and displayed relative comfort with being on video. Persons were willing to turn on their cameras even though we were clear that it was being recorded.
Virtual sessions are less expensive and easier to organize. Location costs are minimal, and scheduling clashes for venue availability have been eliminated.
Things we wished were better
Internet reliability and bandwidths. Access does not automatically mean that it's dependable. During every session, there were interruptions from loss of connectivity or drops in bandwidth that made it difficult to hear and understand what was being said. We had to keep track of thoughts by participants that got kicked off or ask our participants to repeat which also interrupted the flow of the conversations at times.
The final verdict? Our team is split on whether we prefer online, or in-person, focus groups, but we all agree that a virtual one is a prudent option during these times. Contact us today to help you safely meet your evaluation needs as we work together apart. Stay safe!
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