An online focus group is a marketing research method that involves bringing together a small group of people online (via chat rooms, video conferencing, or dedicated platforms) with a trained moderator. The goal is to discuss a product, service, or organization in order to gain a qualitative understanding of consumer attitudes and behavior.
The main advantage is geographic flexibility and reduced travel and accommodation costs. Participants can be more open and honest online. However, body language and nonverbal cues are more difficult to capture, which can reduce the depth of insights compared to in-person focus groups.
