![]() ![]() Beyond participant preference, in an uncertain future where the threat of pandemics could limit face-to-face research for health and safety reasons, the ability to conduct data collection online becomes even more important ( Parry, 2020). By conducting focus groups online participants can contribute whenever and wherever they prefer with the ability to remain anonymous minimizing the fear of judgment ( Daniels et al., 2019 Wilkerson et al., 2014). Annually firms spend over $1 billion on online qualitative data collection ( ESOMAR, 2018). ![]() ![]() Over the past decade online qualitative data collection has grown tremendously, offering researchers the ability to conduct research more quickly and easily.
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