Online focus groups can be efficiently conducted with participants from around the country. High costs make this nearly impossible using traditional focus groups.

Quantitative sampling techniques can be used to recruit participants that better represent target audiences. In addition, online focus groups can be conducted with difficult to reach audiences, such as residents of rural areas, small cities, or those with unique demographics.

When sitting in a room sharing opinions with 10 other people, it's natural to be concerned with how others view you. The anonymity of an online focus group helps to minimize response bias.

With sensitive topics, participants in an online focus group often feel more comfortable sharing personal experiences in a forthright manner.

A research goal may entail collecting consumer feedback on a web site, or feedback on a new ad campaign. The internet is the perfect medium to display images, web sites, or even audio and video.

A confused look, the inflection of one's voice, folded arms - these non-verbal cues are still best viewed via a live in-person focus group. Trade-offs certainly exist with online focus groups, however, with Imprint, it's possible to capitalize on non-verbal cues more than one might expect. With the use of graphical life-like characters, participants have the ability to smile, frown, looked confused, and a host of other actions and emotions that replicate a live experience.