RED C conduct online interactive groups, as a method for gaining rich feedback and understanding of a topic, among a group that cannot easily be reached through standard group discussion in central locations.

They are particularly useful in the following conditions:-

• Geographical spread – rural/urban, multi-country
• “Busy” target groups – e.g. Surgeons, IT directors
• Less mobile target group, e.g. people with disabilities
• Sensitive subjects – money, sex, drugs
• Elimination of social bias, e.g. teenagers
• Convenience factor – you can participate in your own time and space

Online focus groups often provide…

• More detailed answers/more thoughtful responses
• Full transcript available throughout research/immediately after research
• Cost savings and quicker turnaround