Focus Groups: By Internet
[Description] [Pros]
[Cons] [Common Uses] [Resources]
This tool is a qualitative method of data collection wherein a skilled moderator facilitates an electronic discussion on a selected topic among a small group of respondents, allowing them to respond spontaneously to the issues raised. Internet focus group sessions usually last about 45 to 60 minutes. For focus group research to be most valuable, the moderator must raise the research topics, establish an environment in which all points of view are welcome, and follow up on unexpected but potentially valuable topics that are raised.
When focus groups are conducted by Internet, the moderator and participants type their responses and all can read the interaction. Typically, 6 to 8 people participate.
- Interaction in groups can help elicit in-depth thought and discussion
- Opportunity to probe answers
- Can yield richer data than surveys about the complexities of audience’s thinking and behavior
- Internet focus groups can be more easily convened than in-person groups when participants’ occupations/lifestyles afford little free time (e.g. doctors, mayors); reduce travel burden on research staff; and can allow for broad geographic representation
- Internet groups offer more anonymity than in-person focus groups
- Immediately transcribed and results can be shared with others
- Findings cannot be generalized to a larger population
- Participants must have access to computers and Internet connections
- Slow Internet connections can make the process slow and frustrating for participants
- Explore complex topics with target audience prior to program
- Learn about feelings, motivators, past experiences related to a health topic
- Test concepts or message materials
- Generate and test hypothesis
For guidance on how to plan focus groups, see Steps for Conducting Focus Groups and In-depth Interviews (PDF 178K).