The “Virtual” Reality of Focus Groups


Although in-person focus groups still contribute to the majority of qualitative research conducted, virtual focus groups are becoming increasingly popular among researchers and clients alike due to their ability to reduce costs and complete research more efficiently. In fact, CASRO’s 2010 Financial Survey suggests that while research firms with up to $25M in total revenues are either static or experiencing a decline in location-based focus groups and IDIs, revenues from online qualitative almost doubled. Assuming virtual focus groups comprise a healthy piece of the online pie, we felt it was important to pause for a moment to answer several key questions that allow us to examine the methodology and how it enhances the qualitative toolbox.

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