Virtual panels add real insight for marketers

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A few hours before Universal Studios Online participated in its first online focus group June 18, a gift basket of junk food arrived from Greenfield Online accompanied by a card that said, "The focus group is virtual, but the candy is real."

For marketers who have stood behind one-way mirrors popping M&Ms while scrutinizing the faces of panelists in conventional focus groups, the gesture raises a key question: Can the Internet replace the visceral experience of face-to-face panels?

For more on this story, see INTERACTIVE

Copyright June 1998, Crain Communications Inc.

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