The primary disadvantage of text-based online focus groups is they lack face-to-face
interaction. Thus, some online focus group providers are now offering video formats. One
example is QualVu (www.qualvu.com), a firm that offers a format called the VideoDiary.
The VideoDiary is like a message board where moderators and participants record their
questions and answers, which results in an extended visual dialogue. The video answers
average 3.5 minutes in length and are described as ‘‘rich and candid.’’11 Researchers can post
text, pictures, or video for participants to view.
QualVu also offers speech-to-text transcription, video clip creation, and note-taking. Using tools available from QualVu, researchers can easily create a video clip playlist that can be integrated into a PowerPoint report and delivered in person or online.