Online Focus-Groups: Methodical Reflection

Abstract

The digitalization process transforms ways of social reality research. Since the late nineties of the last century online methods have become popular, classical research methods have been digitized, the natively digital methods have emerged, for example, asynchronous online focus groups. The pandemic has led to a rapid increase of popularity of online-methods in Russia, in particular online focus groups have become in demand by the market. Despite the removal of COVID restrictions, online focus groups have remained popular. In this article we consider the changed social reality, analyze specifics in the organization and conduct of online focus groups on the example of Leningrad Region. We demonstrate the advantages and disadvantages of this method, comprehend the factors that may lead to sample bias in organizing online focus groups, present our results in the field of organization and conduct of focus groups on the Internet. The presented arguments provide a more complex framework for researchers, and especially early career researchers, to make a reasoned and balanced decision when selecting between face-to-face and digital modes.

Keywords

• online focus-group
• focus-group
• methodical reflection
• peculiarity of online-research
• research context
• research techniques