Table 1.

Comparison of traditional focus groups and their online version (adapted from [47], Table 6.1, p. 137).

	Traditional Focus Groups	Online Focus Groups
Interactivity among participants	✓	✓
Real-time client viewing	✓	✓
High-quality viewing experience	✓
Full view of body language/facial expressions	✓
High-quality audio-video recording	✓
Video accessibility (e.g., archiving, clipping, replay)	✓
Reduced travel for clients		✓
Reduced travel for moderators		✓
Regional diversity of participants		✓
Communication through computer, tablet, or smartphone		✓
Longitudinal perspective allowed
Opinion and insights shared anywhere
Multiple segments can be represented simultaneously and compared
Flexible timing