Digital Hearts and Minds: Online Focus Groups Gain Momentum

While live focus groups have been around since the 1940s and really came of age with marketers in the 1950s, they are a lively subject for debate among PR executives. To some they are like a crapshoot—either a way to look inside the hearts and minds of stakeholders, or a group of people ready to implode into chaos, wasting precious time and money. But there’s another focus group tactic that bears scrutiny: the online focus group. Instead of rooms with one-way mirrors, online platforms allow observers to interact in real time with small or large groups, ask closed or open-ended questions, engage subjects in discussions and test just about any kind of message media. It’s a technique—and a technology—that should be used more in PR, says Jennifer Scott, managing director of insights and research at Ogilvy PR.

Subscribe Now  |  Login

Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Summit

SMS web ad 180x150Join PR News at the Marriott Marquis in New York on Oct. 5 for the Social Media Summit, where expert communicators will share in-depth case studies from their social efforts. You'll be immersed in the strategies and tactics that you can apply right away.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook


Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.