Key aspects to consider when conducting synchronous text-based online focus groups – a research note

ABSTRACT

Online research methods have become increasingly important over the past decades. However, there is still a lack of research on the potential advantages and disadvantages of certain qualitative online research methods. This research note discusses key aspects of conducting synchronous text-based online focus groups and provides researchers with practical advice on their preparation and implementation. It draws on experience from a study conducted in Germany that used both face-to-face and online focus groups to explore consumer attitudes and preferences toward palm oil. While synchronous text-based online focus groups are cost-efficient and convenient, relevant challenges related to group size and composition, technical issues, the discussion process, and the lack of control of the environment have to be considered. The research note concludes that the opportunity to search the internet for information during discussion makes this method rather unsuitable for elicitating participants’ knowledge and attitudes.

KEYWORDS:

• Attitudes
• consumer research
• content analysis
• knowledge
• web chat

Disclosure statement

No potential conflict of interest was reported by the author.

Correction Statement

This article has been republished with minor changes. These changes do not impact the academic content of the article.

Additional information

Funding

This research received no external funding.

Notes on contributors

Cordula Hinkes

Cordula Hinkes is a researcher at the Thuenen Institute, a German federal research institute under the auspices of the German Ministry of Food and Agriculture. Applying both qualitative and quantitative research methods, she currently focuses on consumer attitudes and preferences in the context of sustainable agri-food systems.