As technology strengthens its presence in the research industry at an ever-increasing rate, qualitative researchers have been seeking out ways to streamline the focus group: videostreaming, Webcams, remote viewing, online focus groups, bulletin boards, etc. Each of these substitutes aims to lessen the cost, time and travel involved with qualitative research and, with any luck, make the experience more convenient and enjoyable for all concerned.

As it stands, the traditional focus group is still alive and well; no replacement method has sufficiently replicated the in-person experience (see: choppy video feeds, reduction in group interaction, observers missing the nuances of the group on location, etc.). But hang on to your hats because we’re getting closer.

Round Rock, Texas-based Dell has found that using one kind of technology - telepresence - for some of its focus groups not only approximates the in-person qualitative feel but it also allows it to gather highly-specialized customers in far-reaching locales for valuable discussions.

Dell began using telepresence after being approached by one of its research partners, Mindwave Research Inc., of Austin, Texas. Mindwave had been investigating the technology as a research tool after working with Cisco to conduct focus groups regarding Cisco’s telepresence technology.

Telepresence was first developed by Cisco to simplify virtual business meetings but Jonathan Hilland, president and CEO of Mindwave, sought to determine if this Star Trek-like technology could be useful in the public marketplace.

Mindwave originally conducted focus groups for Cisco by inviting respondents in multiple cities and countries into telepresence rooms on Cisco campuses to discuss what they would expect if they were to go into a publicly-rentable telepresence facility. What would they want that experience to be like? What kind of resources would they need at their fi...