While body language cannot be assessed with text-based online focus groups and asking
follow-up questions is somewhat more difficult than it is in 3D or traditional offline focus
groups, there are advantages to online focus groups. Software can be used to slow down the
responses of more dominant participants, thus giving everyone a chance to participate.
Low incidence populations are easier to reach online, more geographically diverse samples can
be drawn, response rates can be higher because of increased convenience for participants
who can log in from anywhere, and responses often are more candid because there is less
social pressure when participants are not face to face.9 One study that compared offline and
online focus groups found that while comments were briefer online, they were more colorful and contained far more humor, a finding that suggests participants are more relaxed in
the online setting