Focus Group Discussions via WhatsApp

Focus group discussions are an important tool for gathering qualitative data on a particular topic. They involve bringing together a group of individuals to discuss their experiences, beliefs, and opinions related to the topic of interest. Traditionally, focus group discussions were always in person but virtual focus group discussions have become more common with the increasing use of technology in our daily lives.

One platform that has gained popularity for conducting virtual focus group research is WhatsApp. WhatsApp is a messaging application that allows users to communicate with each other through text, voice, and video calls (Colom, 2021). Its widespread use across the globe makes it an accessible and convenient tool for connecting with a larger audience and conducting research.

This article will explore the advantages of using WhatsApp for focus group discussions, the steps involved in setting up a WhatsApp group, guidelines for conducting the discussions, techniques for analyzing and reporting results, limitations, and challenges of using WhatsApp for focus group discussions, and suggestions for future research.

Setting up a WhatsApp Focus Group

Setting up a WhatsApp focus group is relatively simple and involves a few steps. The following are the steps involved in setting up a WhatsApp focus group:

  1. Determine the Purpose and Objectives of the Focus Group: Before setting up a WhatsApp focus group, it is essential to determine the purpose and objectives of the focus group. This will guide the recruitment of participants, the design of the questions to be asked during the discussions, and the analysis of the data collected.
  2. Recruit Participants: Recruiting participants for a WhatsApp focus group is similar to recruiting participants for a face-to-face focus group. Researchers can use social media platforms, email lists, or personal contacts to recruit participants. It is important to provide potential participants with information about the focus group, its purpose, and the time commitment required.
  3. Create a WhatsApp Group Once participants have been recruited. Researchers can use their personal WhatsApp accounts or create a new one specifically for the focus group. It is important to ensure that the group is set up as a closed group to maintain the confidentiality of participants and their responses.
  4. Set Ground Rules and Guidelines: Before the online focus group discussions begin, it is important to establish ground rules and guidelines for the group. This includes rules around confidentiality, respect for other participants’ opinions, and the type of language that is acceptable.
  5. Schedule the Focus Group Discussions: Once the WhatsApp group has been set up and ground rules established, researchers can schedule the focus group discussions. It is important to ensure that the time and date of the discussions are convenient for all participants (Colom, 2021).
  6. Introduce the Moderator and Start the Discussions: At the start of the first focus group discussion, the moderator should introduce themselves and explain the purpose of the focus group. The moderator should also provide participants with an overview of the ground rules and guidelines for the group.

Conducting Focus Group Discussions via WhatsApp

Focus group discussions are an effective way to collect qualitative data from participants about a variety of topics or issues. However, in-person focus groups can be time-consuming and expensive to organize and may be challenging to conduct during a pandemic or other crisis that requires social distancing. An alternative to in-person focus groups is conducting them via messaging apps, such as WhatsApp. This section provides guidelines for moderators to manage a WhatsApp focus group and strategies for keeping discussions on track and engaging participants.

Guidelines for Moderators to Manage a WhatsApp Focus Group

Managing a WhatsApp focus group requires a different set of skills than managing an in-person group. Moderators must be able to facilitate discussion and keep participants engaged without being able to read body language or pick up on nonverbal cues (Colom, 2021). Here are some guidelines for moderators to manage a WhatsApp focus group effectively:

  1. Set Ground Rules: Before the focus group starts, establish ground rules for communication and participation. This includes guidelines for the tone and language of messages, confidentiality, and respectful behavior.
  2. Keep It Structured: To keep the discussion focused, set up a structure for the conversation. This could include a list of questions or topics to cover and a time limit for each one.
  3. Monitor the Conversation: As a moderator, it is important to monitor the conversation and make sure that all participants are engaging with each other. You can do this by asking open-ended questions and encouraging participants to respond to each other’s messages.
  4. Encourage Participation: Some participants may be hesitant to contribute to the conversation, while others may dominate the discussion. As a moderator, it is your job to encourage participation from all participants and ensure that everyone has an opportunity to share their thoughts.
  5. Stay Neutral: It is important to remain neutral and not express your own opinions or biases during the discussion. This can help participants feel more comfortable sharing their thoughts and opinions without fear of judgment.

Strategies for Keeping Discussions on Track and Engaging Participants

Conducting a focus group discussion via WhatsApp can be challenging, as participants may be easily distracted by other messages or notifications. Here are some strategies for keeping discussions on track and engaging participants:

  1. Use Open-ended Questions: Open-ended questions encourage participants to share their thoughts and ideas, rather than just answering with a simple “yes” or “no.” This can help to keep the conversation flowing and engaging.
  2. Use Visual Aids: Incorporating visual aids such as images, videos, or infographics can help to keep participants engaged and interested in the conversation.
  3. Summarize Key Points: Throughout the discussion, summarize key points that have been made by participants. This can help to keep the conversation focused and ensure that all participants are on the same page.
  4. Follow-Up with Participants: After the focus group, follow up with participants to thank them for participating and provide a summary of the discussion. This can help to ensure that participants feel valued and engaged in the research process.

Analyzing and Reporting Results

Techniques for Analyzing Qualitative Data Collected via WhatsApp Focus Group Discussions

Qualitative data collected via WhatsApp focus group discussions can be analyzed using various techniques, including thematic analysis, content analysis, and discourse analysis (Colom, 2021). Thematic analysis involves identifying patterns and themes in the data. Researchers can use software such as NVivo or ATLAS.ti to code and analyze the data. Content analysis involves categorizing and counting the content of the data. Researchers can use Excel or SPSS to analyze the data. Discourse analysis involves analyzing the language used in the data to identify power dynamics, social structures, and cultural norms. Researchers can use tools such as Linguistic Inquiry and Word Count (LIWC) to analyze the data.

Tips for Reporting and Presenting Findings from WhatsApp Focus Groups

When reporting and presenting findings from WhatsApp focus groups, researchers should provide a detailed description of the methods used to conduct the study. According to Colom (2021), the report should clearly explain the research questions, the sample selection criteria, the data collection process, and the data analysis techniques used. It should also include a summary of the findings, including any significant themes or patterns that emerged from the data. Researchers should consider presenting the data in a variety of formats, such as tables, graphs, and charts, to make the findings more accessible to the reader. Additionally, researchers should interpret the findings and discuss the implications of the findings for future research and practice.

Limitations and Challenges of Using WhatsApp for Focus Group Discussions.

Common Challenges That May Arise During WhatsApp Focus Group Discussions.

While WhatsApp focus group discussions offer numerous advantages, they also present some challenges. One of the common challenges is technological issues, such as connectivity problems, audio quality, and interruptions due to incoming calls or messages (Colom, 2021). Another challenge is the potential for participants to experience privacy concerns or difficulties in expressing themselves due to the lack of face-to-face interaction.

Strategies for Overcoming These Challenges

To overcome these challenges, researchers can adopt several strategies. Firstly, researchers should ensure that participants have stable internet connectivity and that the audio quality is adequate. Researchers can also provide clear instructions to participants on how to use the technology and troubleshoot any technical issues that arise. Additionally, researchers should create a safe and secure environment for participants to express themselves freely. This may involve providing clear guidelines on confidentiality and anonymity and establishing a comfortable and respectful tone during the discussion. Researchers can also use visual aids, such as pictures or videos, to help participants communicate their thoughts and experiences more effectively.


Summary of the Advantages of Using WhatsApp for Focus Group Discussions

In conclusion, WhatsApp provides a convenient and accessible platform for conducting focus group discussions. The platform offers several advantages, including cost-effectiveness, ease of use, and wide reach. Additionally, WhatsApp focus groups can generate rich and diverse data that can provide insights into the experiences, attitudes, and perceptions of participants.

Final Thoughts and Suggestions for Future Research

However, researchers must also consider the limitations and challenges associated with using WhatsApp for focus group discussions. Researchers must ensure that the technology functions correctly, and participants feel comfortable expressing themselves. Future research could investigate ways to improve the quality of data collected through WhatsApp focus groups, explore the use of WhatsApp in cross-cultural studies, and investigate the potential for integrating other technologies, such as virtual reality, to enhance the user experience.

Now, your turn!

What are your thoughts around using a technology such as WhatsApp to conduct focus group discussions? Or are there any other ways you think we can improve using the messaging service for research? Let us know in the comments below.


Colom, A. (2021). Using WhatsApp for focus group discussions: Ecological validity, inclusion and deliberation. Qualitative Research22(3), 452-467.

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