Focus groups in the virtual world: Implications for the future of evaluation

Focus groups are an important methodology in evaluation, and with the availability of new technology in communication the options for how to perform focus groups are growing. The author describes the experience of using focus groups electronically or online, and provides an illustration of conducting a focus group in an online chat room with international participants. Various strengths and weaknesses of focus groups in alternative mediums are identified, and questions are raised for using virtual focus groups in the future. © Wiley Periodicals, Inc., and the American Evaluation Association