Experts also tout Internet focus testing as an obvious way to evaluate Web sites and computer software. While sitting at their computers, participants can go through a site page by page, wander around on the site, try out various options such as ordering products, and have a discussion. All of the conversation is recorded and digitized . . . for a client to receive the information. Mr. Hodapp notes that it's easier and faster for moderators to prepare detailed reports for clients because they don't have to listen to tapes or wait for a transcript. But not everyone favours on-line focus groups.
Critics argue that nuances are lost when discussions take place on the Net.
We also found that it did not produce the depth of human interaction that was needed to understand the meaning and strength of what people had to say. But they don't buy the other arguments. As for the traditional focus groups, the reality is that a lot of the body language is forgotten and people really rely on the text from the tape recordings.