Online focus groups are conducted at ARC on the net's ™ Qualitative Interviewing Center (QuIC). Like traditional focus groups, the online format usually is a live event that is conducted during the evening and lasts approximately 90 minutes.

QuIC is a private label web site dedicated to online focus groups and has been developed to emulate the best of the traditional focus group environment while taking advantage of technological capabilities of the Internet. Upgrades are continually in progress assuring you of a state-of-the-art environment for conducting your online study. Discussions are led by ARC moderators who provide traditional focus group moderating experience, and are also skilled in facilitating online discussions. Online focus groups can be conducted with participants and observers from any location in the world with a connection to the Internet. While the experienced may be enhanced with a high-speed connection, most respondents participate using a 56K dial-up modem.

Qualitative online surveys can be used for a multitude of purposes. Some of these applications are:

Web Site Usability: Allows participants to visit a web site under review and join in on a discussion about the navigation, functionality, content, and overall appeal of the site.

Advertising Evaluation: Evaluate a multimedia ad campaign. Participants access video, audio, or image files developed for online and offline advertising and respond to the moderator's questions about the message, importance, etc.

Product/Service Development: Obtain insight on new product and service ideas as they are being developed. Evaluate features, pricing, communications messages, etc.

• Study design: ARC Research insures that all business objectives will be met by the study methodology.
• Discussion guide and diagnostic exercise development. ARC programs the discussion guide and all stimuli in advance of the focus groups.
• Respondent recruitment via email, telephone, or other methods aimed at procuring highly targeted participants. ARC ensures that respondents have the equipment and computer skills required to comfortably contribute to the discussion.
• Expert moderating in the online environment.
• Intuitive analysis and reporting including an action plan for applying the findings to result in solutions for your business.

Benefits of the online focus group method:

• Sensitive topics may be better suited for an on-line execution. It is ideal for recruiting respondents from diverse regional and demographic markets thus allowing a broad perspective.
• The observer audience can be considerably larger than at a traditional facility because they can log into the groups from any location in the world in real time.
• Travel is avoided, thus reducing the time and costs needed to implement the study.
• QuiC offers a unique online discussion environment. Participants interact in a chat format. They respond to questions asked by the moderator.
• A White Board appears on the screen that allows the moderator to launch stimuli for evaluation or to aid with the discussion. Formats that can be accommodated include HTML, JPEG, and GIF files.
• The software allows for contact between the observers and the moderator throughout the sessions, which allows for the discussions to be dynamic. Observers are welcomed to request additional questions as discussions unfold.
• Additional functionality allows the moderator to launch a browser window to a specified web site. A live web site test can be done during the groups, which are then followed up by discussion among the participants. This can be used to evaluate not only the client's web site but can be done on any site they choose.
• Raw transcripts can be provided to our clients immediately following the session allowing you to share the experience with others at your company who were not present for the live discussion.

Bulletin Board Focus Groups (BBFGs)

Bulletin Board Focus Groups (BBFGs) are a qualitative research methodology that gathers data from participants in an asynchronous format over an extended period of time than can range typically from two to seven days. BBFGs are hosted in an online chat room that is similar to that used for live online focus groups. Participants use their own equipment from a location of their choice to access the web site where the discussions are held. Participants are required to meet all requirements such as frequency of visiting the site and being active participants in the discussion in order to qualify for a cooperation fee.

• This methodology is ideal for interviewing hard to reach participant segments such as professionals, medical practitioners, etc.
• Threaded discussions are categorized by topic. The discussion guide is flexible and evolves over the course of the discussion.
• As with live online focus groups, the moderator oversees the comments and guides the discussion to address the key study topics. Since both the moderator and observers have the opportunity to view comments and discuss implications along the way, there is considerable opportunity for the moderator to redirect the line of questioning as needed.
• BBFGs can accommodate a larger participant group than live online focus groups.
• Stimuli can be posted on a White Board and live links to web site can be made available for web site evaluation projects. Stimuli can be revised daily based on participant's comments. Formats that can be accommodated include HTML, JPEG, and GIF files.