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Virtual group Definition

A general term to cover any form of group discussion that is convened using electronic means and participants do not see each other.

A virtual group, in the context of market research, refers to a collection of individuals who participate in focus groups, discussions or research activities in an online or virtual environment. These groups provide a platform for remote collaboration, allowing participants to share insights, opinions and feedback without the need for physical presence.

What is the difference between an in-person focus groups and virtual groups?

The key difference between in-person focus groups and virtual groups lies in the format and environment. In-person focus groups are conducted at a physical location allowing for full observation of body language, group dynamics and hands-on interaction with products or materials. These sessions offer a controlled setting and often feel more immersive for both participants and observers.

Virtual groups, on the other hand, take place online via videoconferencing platforms. While they replicate the discussion format of in-person groups, they offer greater geographic reach, scheduling flexibility and lower costs.

Both methods gather rich qualitative insights, but the choice depends on research goals, target audience and whether physical interaction or convenience is the priority.

What types of research is best suited for virtual groups?

Virtual groups are well-suited for studies that aim to gather qualitative insights without requiring physical interaction. They are ideal for concept testing, ad or message evaluation and exploratory research where participants can view stimuli digitally and provide immediate feedback. Virtual groups are also effective for understanding attitudes, perceptions and decision-making processes. Especially when geographic diversity is needed or when time and budget constraints limit in-person sessions.

This format works particularly well for early-stage product development, brand perception studies and customer experience discussions, where verbal feedback and group interaction are key. Additionally, virtual groups are useful when engaging with hard-to-reach or niche audiences, such as B2B professionals or remote consumers, who may be more willing to participate online.

What are the benefits and limitations of a virtual group?

Virtual groups, like any method, have benefits and limitations. However, virtual groups remain a valuable tool for qualitative research.

Benefits of virtual groups:

• Cost-effective: The virtual element of these groups eliminates the need for travel or facility rentals.
• Wider participant pool: This method allows for researcher to reach a geographically diverse audience making it easier to engage niche or hard to reach participants.
• Flexible scheduling: Since there is no travel, the window of completing the sessions can be larger.
• Great for qualitative research: Virtual groups allow for insights to be gathered through live discussion, concept testing and feedback on digital stimuli.

However, virtual groups also have limitations.

• Technical issues: Poor internet connections, platform glitches or digital literacy can disrupt sessions.
• Less observation of nonverbal cues: Since most cameras in computers show only part of the participant it can be hard to observe full body language.
• Distractions: Participants may be more easily distracted in a home environment, and it can be harder for moderators to build rapport and maintain group energy.