Online groups make gains at offline's expense

CANADA-- While growth in the use of traditional focus groups has slowed, their online equivalents appear to be flourishing, according to figures from online data collection firm Itracks.

The firm has reported a 40% increase in the number of online focus group sessions it conducted in the first quarter, from 184 last year to 257 this year.

This tallies with a report last week on the 12th annual Focus Group Index, which cited the switch to online methods as one of the reason for a sharp slowdown in the numbers of offline groups being carried out.

Itracks president and CEO Daniel Weber said that at the current rate the company was on target to carry out 2,500 online sessions in 2009, including bulletin board focus groups – online forums that are set up for extended discussions.

“The biggest clients are demanding online work,” said Itracks marketing manager, Derek Sawchuck. “Online focus groups have become more accepted.”

Author: James Verrinder