One of the major benefits of online qualitative research is that you can achieve a wide demographic spread. Just in one group of, say, ten participants, you can have some from the north, south, east and west. So you can achieve geographic, gender or any other requirement very easily. But that’s not all.
You can run online qualitative research studies from your computer, and fit them round your other work, especially in the case of bulletin board focus groups which can be run over several days. You don’t have to take time out of the office. In this sense it is very like running an online survey. Similarly, there is much less to arrange when running an online study compared to a face to face group: no accommodation, travel, viewing facilities, transcription services or refreshments.
You can run an online qualitative research study in a matter of days, especially if you choose to do recruitment via an online panel. Results are available in real-time so that you don’t need to wait until the end of the research to begin analysis and identify the key conclusions. If your research needs to be international then the online approach offers particular benefits, in cost terms, speed of delivery and administration.