Embracing the Digital Shift: Why Online Focus Groups Are Here to Stay
Picture this: You are nestled in your favorite armchair, a steaming cup of coffee or tea in hand. Your dog is lying beside you, snoring quietly. You can hear your kids laughing with your partner in the next room. You click on your email, find the link you need, and are soon connected with a group of individuals in an online market research session where you’ll discuss the latest and greatest product or advertising campaign.
The comforts described in this scenario aren’t just one person’s personal preferences – they reflect a broader shift we are seeing in how people prefer to participate in market research and, recent data backs this up!
Between September 23rd and 27th, 2024, we surveyed 541 people in our proprietary database of market research participants. We found a clear trend toward an overall preference for online focus groups over “traditional”, in-person formats. In fact, 55% of participants who have participated in both formats indicate a preference for online focus groups. In contrast, only 16% favor in-person groups. The rest had no preference, indicating that 84% either – 1) Prefer online groups over in-person groups, or 2) Would be equally happy participating in online and in-person groups.
So, what’s driving this preference?
Why Do People Prefer Online?: The Benefits of Online Focus Groups
- Overall Appeal: Participants were asked to rate the overall appeal of both focus group settings on a scale of excellent to poor. While neither setting is rated poorly, more participants have a strong positive opinion of online groups with 85% rating them as excellent or very good compared to only 67% for in-person groups.
- Comfort and Convenience: According to participants, online focus groups offer unparalleled convenience. In fact, 96% state that online groups are very convenient compared to only 39% for in-person. What makes it convenient for participants?
- A Familiar Environment: Many participants feel more at ease in a familiar environment, leading to more candid discussions and valuable insights.
- No Commuting: The convenience of joining from home allows participants to engage without the stress of commuting.
- Ease of Participation: Participants feel that being able to participate from the comfort of their home without a grueling commute to and from a research facility makes it easier for them to participate. In fact, survey findings show that 93% of participants say they find it very easy to participate in online focus groups, while only 68% feel the same about in-person settings.
- Desire to Participate: The comfort and convenience of an online group appears to increase people’s desire to participate in one. In the survey, 90% of participants express enthusiasm for participating in an online focus group as compared to 77% for in-person groups.
Visit our previous blog which discusses some of the other key benefits of online qualitative market research that weren’t directly addressed in this survey.
Is This Preference for Online True for Everyone?: Understanding Preferences Across Key Demographics
Age
While some may assume that older participants would be hesitant to participate in online groups, our survey findings suggest otherwise. Even those ages 55 and older exhibit a preference for online participation, with 46% favoring this format compared to only 22% who favor in-person (the rest express no preference).
Unsurprisingly, younger participants have an even stronger preference with 60% of those under age 55 preferring online compared to only 12% choosing in-person. This suggests that the perception of online focus groups is shifting positively across all age groups.
Unfamiliar with Online Focus Groups
Notably, participants who have not yet experienced online focus groups show no strong preference between formats, rather than preferring the in-person setting they are used to. The majority said they have no preference, and, among those who did happen to choose one format over the other, there is a fairly even split between online and in-person.
This indicates that even those unfamiliar with online groups are interested in participating via this format. However, the higher preference for online groups among those who have experienced them indicates that satisfaction with online groups is trending positively and that as more participants experience this format, preference for online groups should continue to increase.
Are there particular strengths of in-person focus groups compared to online?
One finding that is perhaps not surprising is that a particular strength of in-person focus groups is the ability for participants to feel connected to the moderator and other participants (88% say “excellent” or “good” for in-person, compared to 73% for online). While this finding might sound concerning, it’s important to note that with the right moderator and an optimized online environment, this issue can be effectively addressed and overcome.
How?
Good moderators can talk to anyone and make them feel comfortable sharing their honest opinions. They are also professional facilitators and skilled mediators that know how to manage an online group, adapting to and managing group dynamics in real-time.
What do these survey findings mean for market researchers?
Looking ahead, it is clear that online focus groups are not just a temporary solution to a global pandemic, but are now a preferred method for gathering qualitative insights. As the market continues to evolve, embracing this digital shift will be crucial for brands and organizations seeking to understand their audiences better. During this shift, Limelight Insights remains at the forefront, ready to help organizations navigate their research needs.
We are committed to providing innovative and industry-leading research solutions, including participant recruitment, our proprietary, Limelight online qualitative research platform, dedicated tech support, and custom research methodology design and data analysis.
To learn more about our survey, view the infographic that summarizes key study findings below. For more information on how online focus groups can benefit your research initiatives and how Limelight Insights can help facilitate your online research, visit our website or contact us here.
