online research pictureOnline and in-person focus groups can both produce great results. Choosing which one is right for you depends on the study objectives.

In-person groups are best when you:

Need a lot of manipulation and/or explanation of a variety of stimuli (e.g. in concept testing)
Have a study that involves senses beyond auditory and visual (e.g. tasting, touching)
Need to see all body language and facial cues
Are targeting a group that is less comfortable with the internet/computers

Online groups are best when you:

Need a geographically dispersed sample in one group
Want to reduce travel
Would prefer the participants to be in their natural setting (not a focus group facility)
Are targeting a group that is very time-pressed