What is an Online Focus Group?
- Content Type:
- Glossary
Online 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 Internet focus group.
An online focus group is a qualitative research method where a group of participants engage in discussions or activities via a digital platform, moderated by a researcher. This method allows participants to provide feedback on topics such as products, services or advertisements in a virtual environment.
Who relies on online focus groups in the marketing research and insights industry?
Market researchers, product developers, advertisers, brand managers and UX designers rely on online focus groups to gather real-time feedback from diverse audiences, especially when participants are geographically dispersed or in-person meetings are not feasible.
What are key aspects of online focus groups in market research?
Key aspects include:
- Virtual platform: Conducted via video conferencing, chat-based tools or dedicated research platforms.
- Moderator-led: A moderator guides the discussion and probes deeper into topics.
- Flexible participation: Enables participants from various locations to join easily.
- Rich qualitative data: Captures detailed feedback, including verbal and non-verbal cues (if video is used).
- Recording and analysis: Sessions can be recorded for later review and analysis.
Why are online focus groups important in market research?
Online focus groups are important because they provide a cost-effective, flexible and efficient way to collect diverse feedback from participants in different locations. They allow researchers to explore opinions, behaviors and motivations in a real-time, interactive setting.
How do market researchers use online focus groups?
Market researchers use online focus groups to evaluate new products, test marketing concepts, explore consumer attitudes and gather insights into customer experiences. Moderators facilitate discussions to uncover detailed feedback, which is then analyzed to identify trends, preferences and actionable insights for decision-making and strategy development.