Online focus groups


What are online focus groups?

Online focus groups are a type of market research technique where a group of people are brought together in a virtual setting to discuss a particular product, service, or concept. OFG’s have become increasingly popular in recent years due to the ease and convenience they offer both researchers and participants.

Traditional focus groups are usually conducted in-person, with a moderator guiding the discussion and observing participants’ reactions. However, OFG’s are conducted over the internet using video conferencing software or specialized focus group platforms. This eliminates the need for participants to travel to a specific location, making it easier to recruit participants from different geographic locations.

Why use them?

This type of focus group data collection, apart from allow you to centralise a great variety of participants, also offers a high level of flexibility. Researchers can conduct sessions at any time of the day, making it easier to accommodate participants’ schedules. Especially when those participants live in different time zones. The virtual nature of an online focus group also makes it possible to include participants who might not be comfortable participating in an in-person focus group, such as those with disabilities or social anxiety.

One of the biggest advantages of OFG’s is the cost savings. Traditional focus groups can be expensive due to the cost of renting a venue, paying for travel expenses, and compensating participants. OFG’s, on the other hand, are relatively inexpensive, as researchers only need to pay for the software and compensation for participants.

When conducting OFG’s, researchers typically recruit participants through online focus group platforms or social media. Participants are usually screened for their demographics and product usage to ensure that they fit the criteria for the study. Once participants are selected, they are given instructions on how to access the virtual focus group. The screening also allows researchers to implement in-depth interview software in future studies. In-depth interview software allows you to get to very centre of the participant’s wants and needs.

Pinpointing your research

During the online focus group, a moderator guides the discussion and asks participants questions about the product or service being studied. Participants can provide feedback in real-time using the chat function or by speaking through the video conferencing software. Researchers can also use various tools to capture data, such as screen sharing or digital whiteboards.

After the online focus group, researchers analyze the data collected and use it to draw conclusions about the product or service being studied. This focus group data collection is then used to inform marketing strategies and product development.

An online focus group platform can help pinpoint your research by allowing you to gather detailed feedback from a diverse group of participants in a convenient and cost-effective way. With the ability to recruit participants from different geographic locations, online focus group platforms provide insights from a broader range of perspectives, helping to identify key themes and trends in your research.


In conclusion, online focus groups offer a convenient and cost-effective way for researchers to gather information from participants. By eliminating the need for physical travel and venue costs, online focus group platforms make it possible to conduct focus group data collection on a larger scale while still providing valuable insights. With the rise of technology and the increasing popularity of remote work, it is likely that OFG’s will continue to grow in popularity in the coming years.