Traditional vs Online Focus Groups
Focus groups have long been considered the gold standard for qualitative market research. Since the 1940s researchers have utilized focus groups to capture the experiences, perceptions, attitudes, opinions, beliefs and views of select audiences or demographics. For most of that time period, focus groups were conducted exclusively in-person with a researcher or moderator sitting around a table with 6-10 recruited participants. While in-person focus groups are still popular today, recent technological advancements have led to a dramatic increase in the use of digital or virtual focus groups. The global impacts of COVID-19 have only accelerated this trend.