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Internet focus group Definition

Live focus group in which participation takes place over the internet rather than in a physical location. The sessions have a moderator and the scheduled parties interact by typing via a chat like interface. Also called an Online focus group.

An internet focus group is a type of qualitative research conducted online where participants discuss topics, products or services in a virtual setting, typically led by a moderator. These sessions can be live (synchronous) or spread over time (asynchronous).

What are the key aspects of an internet focus group?

• Conducted via video conferencing or online discussion platforms.
• Participants may be geographically dispersed.
• Allows use of multimedia stimuli (images, videos, concepts).
• Can be recorded and transcribed automatically.
• Enables anonymity or visibility, depending on format.

Why is an internet focus group important in market research?

It offers flexibility, reduces travel costs and increases access to hard-to-reach or niche audiences. Internet focus groups also allow for quicker turnaround and enable researchers to collect insights from participants in multiple locations simultaneously.

Who relies on internet focus groups in marketing research?

• Consumer insights teams.
• Product development and innovation departments.
• UX and digital experience researchers.
• Advertising and branding agencies.
• Research firms conducting multi-market studies.

How do market researchers use internet focus groups?

Researchers use them to explore consumer attitudes, test marketing concepts, gather reactions to products or services and uncover motivations or barriers. Moderators guide the discussion, probe for deeper insights and analyze transcripts to identify themes.