Online Focus Groups Expected To Trend Post-Pandemic

The New Mainstream Podcast · Apr 28, 2021 · 25m

At the height of the pandemic, focus group facilities were primarily silenced, accelerating the shift from in-person to online qualitative studies. For agencies, this shift happened at a critical time for brands as COVID-19 and racial injustice cases spiked. The need to get a pulse on consumer sentiment was palpable as companies found themselves navigating the pandemic while showing solidarity for social justice issues. While quantitative research has had the advantage of regularly being conducted via online survey trackers, qualitative researchers pivoting online had to find the most…