The much-maligned focus group has undergone a facelift. The Internet and the emergence of user-engagement platforms have allowed for the re-imagining of qualitative market research. As a direct result, newer iterations of the focus group now include the online focus group and the asynchronous, bulletin board-style virtual focus group.
This article begins with a review of the broad category of online focus groups and then goes into detail about the unique features of asynchronous virtual focus groups directly relevant to market research involving patients and busy healthcare professionals. While both approaches use online platforms to access participant insights, the asynchronous focus group has increased the ease of accessibility to patient and provider insights.