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Webconferencing Definition

Conducting a conference or focus group between two or more locations using the Internet. The participants can be seen, as well as heard.

Webconferencing refers to the use of internet-based platforms to conduct real-time meetings, interviews, focus groups and presentations with participants located in different geographical areas. In market research, it facilitates live interaction through video, audio and screen-sharing tools, allowing researchers to collect insights, present findings and collaborate effectively without needing to be physically present. Webconferencing may be used for qualitative or quantitative purposes, supporting everything from moderated interviews to client debriefs and internal brainstorming sessions.

Who uses webconferencing in the research world?

Professionals who rely on webconferencing include qualitative researchers, moderators, project managers, UX teams, marketing departments and client-side insights professionals. Organizations conducting multinational or decentralized studies often turn to webconferencing to reduce travel, engage stakeholders and enable real-time access to respondents. Research agencies also use it for virtual pitch meetings, client check-ins and team collaboration.

Why does webconferencing matter in modern research?

If you're conducting market research in today’s increasingly remote-first environment, webconferencing is a vital tool. It reduces geographic and scheduling barriers, allowing you to connect with respondents across cities, countries or time zones. More importantly, it allows researchers to observe body language, tone and emotional reactions – key components of qualitative insights that can be lost in written surveys. With screen sharing and recording capabilities, researchers can also gather digital artifacts or playback highlights for further analysis.

What makes webconferencing valuable in a research context?

The true value of webconferencing lies in its ability to preserve the interactive richness of in-person sessions while delivering the speed and cost-effectiveness of digital tools. Researchers can host multi-person interviews, conduct real-time polling and seamlessly move between presentation materials and live discussion. Webconferencing platforms also support secure environments for sensitive research, offering features like waiting rooms, password protection and respondent anonymity.

When is webconferencing most effectively used in marketing research?

Webconferencing is especially useful when conducting remote focus groups, in-depth interviews (IDIs), diary study follow-ups or usability tests that require interaction with digital prototypes. It is also frequently used to present findings to clients, especially when visualizations and storytelling elements are part of the delivery. For global research projects, it provides an indispensable bridge between stakeholders, researchers and participants.