Editor's note: Gina Thorne is president of Thorne Creative Research, a Purchase, N.Y., qualitative research firm.

Have online focus groups finally come of age? Not quite yet. Can we now use online groups just as we do traditional groups? No. Online groups continue to be "works in progress," but they have provided new opportunities in some industries with new target markets.

Focus groups have been conducted online for the past few years. But until recently they have been used primarily to discuss subjects relevant to the Internet and other computer and software issues. Many focus on Web page content, sale items on Web sites, online banking, etc. However, use of the Internet is growing at a phenomenal rate (according to eMarketer, from 48 million American adults in mid-1998 to 58 million in mid-1999; "Internet User Trends" says that Internet use has now reached the 100 million mark). If this increase continues, Internet users will more closely mirror the general population. When that happens, online focus groups, because of their convenience, speed and cost efficiency, may become as common as traditional focus groups.

However, on-line groups have had their detractors. Some say that if you can't see the respondents and note their body language and gestures, it isn't a focus group. Others can't imagine how participants can effectively communicate by typing on a keyboard. Still others have been skeptical about ensuring the true identity of respondents. One of the biggest concerns has been whether the results of online groups compare favorably with those of traditional focus groups.

All of these concerns and objections have proven to be of less importance than originally thought. Marketers have "seen" for themselves (in virtual facilities) that wired respondents type easily, and have few, if any, communication problems. In addition, online groups can be recruited with the same care given to obtaining face-to-face respondents. What is most important, however, as several large marketers demonstrated in a recent Advertising Research Foundation workshop, is that focus groups conducted online can produce results similar to traditional focus groups.

While the reliability of online groups has, at least partially, been established, the technology itself continues to be a challenge. Computers occasionally experience down time, lines can become overloaded, and there are occasional software and hardware glitches on even the best servers and networks.

Technology aside, it is not yet practical to discuss all subjects via the Internet, simply because no online sample is fully representative. Yet, the range of subjects suitable for on-line discussion is broadening as more and more people go online.

I will share with you some other areas suitable for online focus groups:

  • Hard-to-reach professionals. One of the main advantages of online groups is that people can participate from remote locations at the same time. Hard-to-reach respondents, such as executives, salespeople, technical professionals, and those who travel are easier to assemble for interviewing.

  • The health care industry, relatively new to consumer market research has made use of online groups for talking to home-bound patients, and those who, due to physical ailments, are immobile. Such patients have viewed different versions of new medical and orthopedic products via the Internet from their own homes, for example. Further, patients with illnesses, such as AIDS or cancer, or the physically handicapped, who might not (or cannot) travel for research purposes, can participate in group discussions remotely. Their input can be invaluable, and the process is relatively easy using online groups. In addition, after qualitative research, marketers have then conducted surveys with the same sample, allowing the homebound to view concepts, and make suggestions concerning products unique to their particular illnesses.

  • The burgeoning online investment industry has attracted new and often novice investors who may seek products that differ from those used by more seasoned, traditional investors. It is easy and natural to "talk" to such investors online. They are eager to share their viewpoints, as well as provide suggestions on how to accommodate their needs.

  • The online world has, before now, been populated primarily by those in the 35 to 50 age range. We are now seeing younger people under the age of 30 and those over the age of 55 joining the ranks of the wired in increasing numbers.

Teens make excellent and willing panel members, for studying trends, examining what's hot, who's in, and what's happening generally among youth. This segment is easy to interview and survey later for specific trend data.

Surprisingly, senior citizens are becoming popular in online groups. This segment, often underrepresented in research, has the time and the inclination to learn about computing and the Internet. And they are learning rapidly, in community centers, adult learning programs, and from Web sites designed especially for them. Seniors have proven to be savvy investors, avid readers, and intrepid travelers to unusual places. These golden-age adventurers are increasingly targeted by marketers who realize where the "real" money is. Seniors can be very enthusiastic participants in online groups.

Continue to evolve

Online focus groups continue to evolve. Experience has dashed the notion that monitors and keyboards dampen communications. Clients can require recruiting for online groups to be as careful as it is with traditional groups. Given the ongoing research on the part of well-respected marketers, online groups can provide information as useful and relevant as traditional focus groups. While there are occasional technological glitches, these are becoming less frequent, and as more people go online, the subjects suitable for discussion will continue to expand.

Just 10 years ago, e-mail was used only by the computer-savvy. Today, it is a necessity. Similarly, online focus groups are currently used by those on the cutting edge. One day perhaps they too may be as generic as traditional focus groups.