Instead of conducting traditional in-person focus groups with these difficult to reach audiences, webcam-enabled online focus groups engage the audiences in real time group discussions. These tools have improved our ability to collect in-context consumer feedback and it is easy to conduct research with participants that are more difficult to recruit, widely geographically dispersed, or otherwise challenging to engage in research. Respondents seem to be more relaxed and are thus more open and willing to share their true thoughts, because they are participating from their natural home or work environment. Online focus groups participants seem willing to disagree with one another because there is not an in-person social pressure to conform to group opinions. Online focus groups also eliminates the need for research teams and clients to travel providing further benefits of convenience and travel cost savings. Read more at: