Conducting Online Focus Groups: Practical Advice for Information Systems Researchers

Laura Schulze, Manuel Trenz, Zhao Cai, Chee-Wee Tan

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

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Video-based online focus groups present an emerging opportunity for IS researchers to collect rich data. They allow researchers to assemble participants from all over the world who collectively discuss contemporary IS phenomena. In order to realize the full potential of online focus groups for IS research, we need to understand the challenges and uncover possible solutions for designing and conducting online focus groups. We review prior (online) focus group literature in and beyond the IS discipline. Additionally, we provide a detailed account of our own experiences with seven online focus groups in the context of digital platforms. In supplementing our own experiences with those of others in prior literature, we present the conditions under which online focus groups are especially appropriate, summarize the challenges inherent in the online focus group method and provide practical advice on its application.
Original languageEnglish
Title of host publicationProceedings of the 55th Hawaii International Conference on System Sciences
EditorsTung X. Bui
Number of pages10
Place of PublicationHonolulu
PublisherHawaii International Conference on System Sciences (HICSS)
Publication date2022
ISBN (Electronic)9780998133157
Publication statusPublished - 2022
EventThe 55th Hawaii International Conference on System Sciences : HISS 2022 - Wailea, United States
Duration: 3 Jan 20226 Jan 2022
Conference number: 55


ConferenceThe 55th Hawaii International Conference on System Sciences
Country/TerritoryUnited States
Internet address
SeriesProceedings of the Annual Hawaii International Conference on System Sciences


  • Digital methods
  • Method
  • Online focus group
  • Qualitative research
  • Videoconference

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