By Chantal India, on 21 August 2024
The Delphi Technique is a method used to gather and synthesize expert opinions on a chosen topic. It can help a team find common ground to reach decisions and problem-solve collectively. The technique has been applied to a variety of fields, including business, healthcare, education, and public policy. It can also be used in digital marketing to help teams find the most effective way to collaborate on their campaigns and strategy. In this article we will share what the Delphi Technique is, its relevance to digital marketing, and how to implement it.
Understanding the Delphi Technique
The Delphi Technique usually consists of gathering a panel of experts and then conducting two or more rounds of questionnaires about the topic at hand. After every round, there are facilitators who review the answers that the panelists have given.
After at least two rounds of questionnaires, panelists are provided with the responses and asked to re-evaluate their original answers according to the input of the rest of the group.
From there, the facilitators will identify common themes and ideas, and the experts will have the option to adjust their answers based on analyzing the collective response. This allows for a consensus to be establish with input from everyone involved.
Advantages of the Delphi Technique
Participant Anonymity
The Delphi Technique provides anonymity to participants, which can minimize the influence of an individual over the rest of the group. This helps reduce bias that may occur otherwise. Anonymity also encourages honest feedback, as participants do not have to fear criticism or repercussions for their opinions.
Consensus Building
Using the Delphi Technique allows groups to build consensus through rounds of refining their opinions based on input from their peers. This allows the consensus to become more balanced and thoughtful, as it goes through many iterations and revisions. It also allows for the resolution of differing views, as differences are resolved through this process of questioning and feedback.
Increased Reflection
The structured approach allows participants to refine their opinions, which allows the entire group to reflect thoughtfully at each stage of the process. Instead of feeling like they need to quickly establish a viewpoint and argue for it, participants can feel free to let go of preconceived notions and work through each stage of the process.
Diversity of Opinion
Because the Delphi Technique involves inviting a panel of different experts, it can help ensure that the final decision factors in a variety of diverse perspectives. This can allow for richer and more nuanced discussions, and can increase the credibility of the decisions made.
Mitigation of Groupthink
In traditional group deliberation, social dynamics and peer pressure can interfere with decision-making. Instead, the Delphi Technique gives participants the opportunity for independent thinking and critical evaluation of both their own opinions and others’.
Thorough Documentation
The step-by-step process provides a clear trail of how the ultimate decision was made, which can increase the transparency of the process. It also serves as valuable reference material for future research, revision, and further decision-making.
Disadvantages of the Delphi Technique
Lack of Live Discussion
Because the input is written anonymously in response to questionnaires, the lack of live discussion can prevent thorough communication between experts. This can also hinder brainstorming efforts or the ability to work through a problem in real time.
Time-Consuming
Because the Delphi Technique requires longer response times for participants, the process can be more drawn out as a whole. The rate of discussion is slower, and the process is more time-consuming than traditional deliberation methods. There is also the possibility of experts dropping out before the process has reached a conclusion.
Achieving Consensus
While the Delphi Technique can be conducive to achieving consensus at times, it is still possible (especially for very contentious or complicated issues) that a consensus cannot be reached and expert opinions provide little value.
Relevance of the Delphi Technique in Digital Marketing
Forecasting Trends
The Delphi Technique can be used to predict future trends in digital marketing, such as new platforms, consumer preferences, or ad formats.
Strategy Development
It can be used to bring experts together to build an effective and personalized marketing strategy for a brand. This can consist of analyzing specific market dynamics, consumer preferences, and competition in the sector.
Problem-Solving
Digital marketing experts can come together using the Delphi Technique to address complex tasks, such as customer targeting or brand positioning. They can use the iterative process to work through issues and resolve difference of opinion.
Innovation
The Delphi Technique can help digital marketers brainstorm new product development and launch strategies that take into account consumer needs, market gaps, competition, and positioning.
Implementing the Delphi Technique
Determine Your Aim
Articulate the problem or issue you want your panel of experts to explore. It is a good idea to ensure that the problem is complex enough to warrant thorough discussion, but not so broad that it becomes unmanageable.
Decide the Structure
Draw up a timeframe, a number of rounds, and prepare the materials to distribute to the participating experts. Make sure to have written guidelines and procedures for the panelists to review so they know the expectations for the project.
Select Panelists
Make your criteria list clear and define what you want in terms of expertise. It is a good idea to include participants that have a variety of diverse backgrounds and perspectives so that the decision can be thoughtfully produced.
Design Questionnaires
The first round of questionnaires should consist of open-ended questions that allow panelists to brainstorm before diving in. The next round can draw on that, and each subsequent round should delve deeper into the analysis and deliberation process to reach a conclusion.
Analysis
After each round of participant responses, you should analyze the data and interpret the results. These findings can be disseminated in a consensus report, article, or presentation to those involved in the decision making process, including but not limited to your panelists.
