Electronic focus groups became a popular alternative to face-to-face groups in user research in recent years. They are largely known for the benefits of anonymity, accurate discussion tacking, and low cost. At the same time, the quality of results generated by on-line focus groups remains uncertain. The paper explains five fundamentals of the focus group technique, such as content, context, representation, facilitation and interaction. It reviews different stages of focus group development and provides recommendations for facilitating each stage. The paper discusses the potentials and limitations of electronic focus groups, provides practical tips for facilitators, and compares them with face-to-face groups.
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