Traditionally, focus groups are required to meet with their moderator at least once a week at an agreed time and place. Of course, during that time, everyone thought it was the only way to do focus groups.
The next trend for focus groups moved from physically going somewhere at a given time and place to meeting up online via the internet. However, although meeting up online was much less of a hassle, there was still the barrier of time. Now that marketing research spans globally, wouldn’t it be more convenient to give everyone the reigns on how they manage their time? If there was a moderator from Canada with members from Europe, the Middle East, Asia and South America, meeting at a fixed time would mean that some or most would have to sacrifice sleep or work time to fulfill their duties of attending a focus group meeting.
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