Key aspects to consider when conducting synchronous text-based online focus groups - a research note

Online research methods have become increasingly important over the past decades. However, there is still a lack of research on the potential advantages and disadvantages of certain qualitative online research methods. This research note discusses key aspects of conducting synchronous text-based online focus groups and provides researchers with practical advice on their preparation and implementation. It draws on experience from a study conducted in Germany that used both face-to-face and online focus groups to explore consumer attitudes and preferences toward palm oil. While synchronous text-based online focus groups are cost-efficient and convenient, relevant challenges related to group size and composition, technical issues, the discussion process, and the lack of control of the environment have to be considered. The research note concludes that the opportunity to search the internet for information during discussion makes this method rather unsuitable for elicitating participants' knowledge and attitudes.