There is also a difficulty in getting senior managers and top-level executives to attend. Many cannot afford the time and schedules are often impossible to coordinate. Ironically, lower-level employees who would greatly benefit from observing the research are also precluded from attending because of cost. Enter the Internet. The focus group technique itself remains unchanged.
Participants gather at a location to discuss and talk under the guidance of a group facilitator.
However, observers no longer need to be onsite, behind the mirror to view the proceedings. Observers normally require a password to gain access to the proceedings and have the option of commenting on the discussion via text with other observers. Once the focus group session is complete, the data is saved to a server where it can again be viewed by the client on demand. President and founder David Nelems says ActiveGroup has already conducted more than 1,000 hours of focus groups online and more than 140 focus group facility locations across the United States are now offering the company's technology. In addition to focus groups, ActiveGroup now is beginning to offer similar video streaming capability for shopping mall intercept surveys.