Much like other types of research, market research is continually evolving through the new research methods and technological integrations applied to the field. Apps such as Zoom have allowed friends, family, classmates, and coworkers to connect from across the globe and now, they have allowed online focus groups to congregate for market research. Online focus groups have several benefits over traditional focus groups due to their convenience, more relaxing environment, and wider sample size.
Online focus groups save your company time and money by allowing instant connection through the Internet. You won’t have to rent a focus group room or pay for your respondents to gather at one. You’ll also avoid the inconvenience of waiting for late interviewers and interviewees. All you need for online focus groups is a reliable Internet connection and willing participants.
Furthermore, online focus groups provide a less stressful environment that may be more conducive to good, candid answers. Traditional focus groups may seem intimidating to some participants, since they will be meeting in an unfamiliar place with unfamiliar people. Online focus groups allow respondents to answer market research questions in the comfort of their own homes, keeping them relaxed and focused on the task at hand.
Lastly, online focus groups allow companies to recruit from a wider range of participants. Since they are not limited by geographical boundaries, companies can find people who fit their target demographic in different cities, states, and countries. This can lead to greater variety in answers and more compelling differences in opinion.
If your company is interested in conducting online focus groups, contact veteran focus group marketing and research company John Zogby Strategies today.