• An online focus group uses a virtual meeting platform that has moderators, client viewers and participants communicating in real time via webcam and microphone or text.
• Key advantages of online groups are that they eliminate geographic barriers in recruiting and respondents can participate from home or work; however group rapport and body language cues are not as evident relative to in-person focus groups.

Read our blogs about what to expect from online qualitative research (14 April 2012  and 15 April 2012).

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