From healthcare and marketing to social sciences and tech, the tiny but mighty focus group delivers rich insights you can’t get any other way.
Watching a group of people discuss a product, service, or topic together yields unmatched qualitative data. You get to see the emotions play out across their faces. The way they agree or argue with one another. The things they love and hate about the topic you’re discussing.
But with the rise in tech and AI advancements, are focus groups going out of style? No. In fact, AI companies like Insight 7 say AI analysis of focus group findings can quickly recognize patterns for deeper analysis more quickly.
One thing our tech-savvy landscape has changed about focus groups? The format. Online focus groups are growing in popularity and can be just as effective as in-person focus groups. A few decades ago, holding an online focus group was impossible. Now, it’s something companies do every day. But should they?
In this article, we’ll weigh the pros and cons of online focus groups to help you decide whether to use them or not.
Pros and cons of online focus groups
| Pros | Cons |
|---|---|
| Budget friendly | Technical difficulties |
| Increased efficiency | Home distractions |
| Global reach | Limited body language |
| Deeper insights | Restricted group dynamics |
| Accessibility options | Negative online behaviors |
What is an online focus group?
An online focus group is a research method where a small group of people comes together to discuss a product, service, or topic. But instead of taking place in person, as in a traditional focus group, an online focus group takes the conversation to a virtual platform.
Our guide to focus groups can help you set one up for the first time — whether it’s in-person or online.
There are even software services designed specifically with online focus groups in mind, like Discuss and Remesh. Even trusty old Zoom can do the trick.
The goal is still the same: to gather diverse perspectives and in-depth feedback through guided group discussions.
That said, running a focus group from behind a screen is different from gathering for an in-person session. Different doesn’t mean bad — far from it. There are several benefits to hosting a focus group online.
Online focus group pros
When you run a focus group virtually, you’re running the closest possible equivalent to an in-person focus group. At the same time, you get to skip the drawbacks of an in-person group. Things like renting a venue, hiring a caterer, and missing out on feedback from people who aren’t able to travel to the location.
You get to tap into these core strengths of online focus groups:
Budget-friendliness: Online focus groups eliminate the need for physical venue rentals and travel expenses. This means you can focus your marketing budget on other things, like investing in high-quality focus group software and offering meaningful participant rewards.
Increased efficiency: Everything from setup to scheduling is faster and more flexible with online focus groups. The moderators, stakeholders, researchers, and participants get to meet in the comfort of their own homes or offices. No one has to carve out extra time from their busy schedules for the commute.
Broader geographic reach: When you run an in-person focus group at a venue in downtown San Francisco or NYC, you’re tied to that location. So are your participants. When you run an online focus group, participants can join from anywhere in the world. This means you get access to a wider and more diverse set of respondents — or a group that fits a narrow, specialized set of criteria that you’d struggle to find locally.
Deeper insights: Have you heard of the online disinhibition effect? It’s the term social scientists use to describe when people act more boldly online than they would in person. With fewer social constraints, people tend to shake off their inhibitions on the web. They might feel braver and less intimidated than if they were actually sitting next to strangers. This can lead to more candid feedback — and deeper insights.
Online focus group cons
As with any method of research, there are drawbacks to hosting your focus group on a virtual platform. These cons include:
Internet connectivity and technical difficulties: Participants might experience unstable internet connections or technical issues with software. These frustrating issues can interrupt the flow of discussion. They can even potentially exclude some individuals from participating fully in the conversation.
Greater distractions: Being in a familiar, uncontrolled environment at home can lead to more distractions. Kids, pets, family members, iPhones. There are lots of potential distractors and not a lot you can do to keep them in check. This might mean your participants are only partially listening to discussion questions. Or — especially if they have kids or pets — have to keep running into the background to put out small (figurative) fires.
Obfuscated body language: Researcher Albert Mehrabian famously posits that communication is 55% nonverbal and 38% vocal, with only 7% of importance assigned to the words themselves. Modern research using a non-verbal communication questionnaire (NVCQ) confirms that eye contact, bodily clues, gestures, smiling, and tone changes are critical forms of communication. And it’s more difficult to read people’s body language via webcam than in person.
Limited discussions between members: Online platforms can sometimes restrict natural, free-flowing interactions among participants. As anyone who participates in Zoom meetings knows, discussing things virtually takes a bit of getting used to. For one, it’s difficult to understand two people talking at once. In person, you can distinguish between overlapping voices. Remotely, this kind of excited discussion is typically incomprehensible. This can lead to less dynamic, less spontaneous group discussions than you might have during an in-person focus group.
Negative vibes: People often speak more freely online, and that sometimes means more negatively. Web users are more likely to troll or bully people online than in real life, especially if they’re anonymous. If that vibe creeps into your online focus groups, some participants might clam up instead of opening up.
When to use online focus groups vs. in-person
Deciding which type of focus group to run can be tricky. You have to think about several factors, including:
Research objectives
Participant demographics
Budget constraints
Whether your research leans on nuanced communication cues
Here's a quick guide to help you decide whether to run an in-person or online focus group. No matter which type you run, curate a positive experience for your participants.
Online focus groups are best suited for:
Global reach: When your target demographic is spread across the world and gathering diverse insights is crucial, go for an online group.
Budget constraints: If budget is a limiting factor, online focus groups are more cost-effective as they eliminate travel, venue, and logistical costs.
Flexibility and convenience: Online groups are ideal for situations where participants' availability is all over the place. With online focus groups, they can join from the comfort of their homes at a convenient time.
Fast-paced research needs: When you need results from a focus group ASAP, online groups can be organized and deployed faster than in-person sessions.
In-person focus groups are preferable for:
Complex topics: Sometimes, a discussion topic requires a deep dive into sensitive issues. In these cases, face-to-face interactions allow for empathy and understanding among your participants.
Non-verbal cues: If the study relies heavily on reading body language or observing physical reactions, in-person focus groups are a must.
High engagement levels: When you need participants to work together and create a unique, collaborative group dynamic, an in-person group can deliver.
Technologically challenged demographics: In-person groups are best when participants aren't comfortable with using digital tools — or the right tools aren't easily available.
Hybrid focus groups combine the best parts of different formats to deepen insight density. You might kick off with an in-person session to build that natural group chemistry or try out physical products, then continue the conversation through live video calls. Or you can collect data from participants using synchronous video calls and asynchronous discussion boards where participants can share thoughts at their own pace.
A mixed approach can be a game-changer for international studies. Instead of trying to wrangle participants across multiple time zones for one live session, you can create a research experience that works for everyone. Participants in Tokyo can contribute their insights alongside colleagues in London and New York, without anyone having to join a call at 3 AM.
Hybrid focus groups are perfect for leveraging AI-powered analysis tools, which can help point out insights that researchers might otherwise miss. Of course, humans should check AI’s work to ensure the robots aren’t introducing bias into their research outcomes.
The result? You get the rich body language and spontaneous interactions of in-person sessions, plus the convenience and global reach of online formats, all enhanced by AI that helps you spot patterns across hours of discussions. It's like having the research equivalent of a Swiss Army knife — multiple tools working together to give you exactly what you need.
5 ways to set your online focus groups up for success
Whether you’re running a virtual focus group for the first time or dialing in your approach, these five tips can help you get the most out of your time together.
1. Design for accessibility
Accessibility is essential for reaching diverse perspectives that fuel breakthrough insights. To provide a great experience for neurodiverse and differently-abled participants, consider incorporating:
Closed captions for all video content
ASL interpreters for deaf and hard-of-hearing participants
Screen-reader-friendly platforms that work seamlessly with assistive technologies
Multiple participation formats — like rapid-fire verbal discussions and asynchronous feedback boards — for neurodivergent participants
Clear session structures that avoid sudden topic changes
Sensory accommodations such as the option to turn off their video or use noise-canceling features
Follow WCAG 2.2 guidelines and regularly audit your platforms with tools from WebAIM to ensure compliance isn't just a checkbox but a genuine commitment to inclusive research.
2. Be mindful of global cultural and time-zone differences
Online focus groups can bring together international participants, but they can also introduce new challenges. Moderating in different languages requires more than translation because cultural context matters enormously. Train moderators to recognize when silence indicates respectful listening versus confusion, and when directness is appreciated versus when it might shut down participation. Consider rotating moderator roles to match participant cultural backgrounds when possible.
Respecting local time zones and customs will also have a huge impact on participants. Be sensitive not just to time differences, but how different cultures view time of day.
Time and cultural considerations
Daily rhythms: Different cultures follow different daily rhythms. Consider workday start times, lunch times, dinner times, and bedtimes. For example, cultures with long workdays might prefer weekend focus groups.
Communication styles: Some cultures value direct communication even at the expense of conflict, while others prioritize social harmony and speaking more indirectly. Provide opportunities for both.
Holidays: When choosing dates and times for regional sessions, consider religious and public holidays, popular sporting and entertainment events, and typical vacation times.
3. Develop a privacy and compliance checklist
Privacy and compliance measures help your firm protect participant data and build trust needed for authentic participation. Your checklist should include:
Explicit consent language that clearly explains how your focus group recordings will be used, who will have access, and participants' rights to withdraw.
Secure storage standards with end-to-end encryption and access controls that limit data exposure to essential research team members only.
Video deletion timelines that automatically purge recordings after studies are completed, typically within 90 days.
If you collect personal data, make sure you’re following relevant regulations such as GDPR Article 6 in the EU and CCPA §1798.105 in the U.S. But remember: compliance is your floor, not your ceiling. Go beyond minimum requirements to demonstrate genuine respect for participant privacy.
4. Implement ethical safeguards
Ethical research design acknowledges the emotional labor participants contribute. Implement debrief surveys that allow participants to process their experience and provide feedback on session design. Build in mental-fatigue breaks every 45 minutes, and create clear exit strategies for participants who become uncomfortable.
For medical and behavioral studies, consider whether your research requires Institutional Review Board (IRB) approval. Even when not legally required, IRB principles can guide ethical decision-making: respect for persons, beneficence, and justice should inform every research design choice.
5. Offer meaningful participant incentives
While cash remains the gold standard for participant incentives, gift cards dominate the non-cash landscape, representing 43% of all non-cash incentives in the US and 41% in Europe. The key isn't just what you offer, but when and how you deliver it.
For B2B research participants and other hard-to-recruit personas, offering a choice of rewards or varying the amount can encourage greater participation.
Our own research shows dramatic differences in no-show rates based on incentive delivery timing. When incentives are delivered within 15 minutes of session completion, attendance rates increase by 18% compared to delayed delivery methods. This immediacy signals respect for participants' time and creates positive associations with the research experience.
Key takeaways
Focus groups are a vital tool in any researcher’s toolkit. As you ponder the best way to approach your next focus group, keep these takeaways in mind:
Online focus groups have unique strengths. They are cost-effective, have a wider geographic reach, and can get you more candid responses from participants.
They also come with specific challenges. Online focus groups can be sidelined by technical problems, cats walking across keyboards (and other adorable distractions at home), and challenges capturing non-verbal cues.
Choosing the right format depends on various factors. Consider your research goals, participant demographics, budget, and how heavily your research depends on nuanced communication cues before deciding whether online or in-person is the right choice for your focus group.
Online and hybrid focus groups are budget-friendly options, especially for international or niche studies, but they’re not always the best choice. In-person focus groups are still necessary for testing physical products and gauging nuanced body language.
