Using Facebook Secret Groups for Qualitative Data Collection

Abstract

The popularity of Facebook (FB) has led researchers to seek ways of using the social media platform in their empirical research. One approach is to use FB’s secret groups tool to conduct asynchronous online focus groups. In this research note, I outline the steps to using FB secret groups along with the strengths and weaknesses of this approach. I used FB’s secret groups function to conduct three asynchronous online focus groups. I recruited caregivers of children with sensory processing disorder or “sensory issues” who took part by writing about their experiences online. By using Facebook secret groups, the researcher can meet participants in a setting they are familiar with (i.e., FB) which reduces the barriers to participating in a research study. The researcher, however, gives up some control over the research setting. This report fills a gap in the literature with a description of the logistics of using Facebook for online focus groups; this description is designed to help future researchers use this method in their studies of harder-to-reach populations (e.g., parents or caregivers).

Perspectives on reporting non-verbal interactions from the contemporary research focus group

“…Similarly, synchronous, verbal interfaces without video can be achieved through phone conferencing or using audiovisual platforms with visual functions disabled. Discussion forums and social media platforms allow for text based only interaction, often used asynchronously, affording participants the flexibility to contribute at their convenience whilst allowing time to consider their responses (Ferrante et al 2016;Medley-Rath 2019). Combinations of these interfaces are also possible within one focus group, for example, should individual participants choose not to use their video in an audiovisual group or when software includes a function which enables text-based commentary during audio and/or visual discussions.…”

“…But in some studies, no adverse effects on data richness using video conferencing as an alternative to face to face communication was perceived (Kite & Phongsavan 2017;Flynn et al 2018;Matthews et al 2018). Text only based options can be conducted both synchronously (Wettergen et al 2016;Woodyatt et al 2016) and asynchronously (Ferrante et al 2016;Medley-Rath 2019).…”

Online Meeting Challenges in a Research Group Resulting from COVID-19 Limitations

“…The private Facebook group belongs neither to the educational institution nor the participants. It belongs to the facilitator [25]. The accompanying Messenger app permits messages to be sent to Facebook friends.…”

A Guide to Conducting Online Focus Groups via Reddit

“…Only Reddit though possesses the abilities to create an anonymous username and a private discussion community through which a focus group could be conducted. Facebook, one of the most popular websites globally, does have the ability to create private groups where focus groups can be conducted, although these private groups lack anonymity as the identities of the participants are known to each other (Medley-Rath, 2019). In one study using Facebook private groups, the researchers “friended” each participant to invite them to an asynchronous focus group in which the participants where able to see the identities of the other participants (Lijadi & van Schalkwyk, 2015).…”