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There's no body language in email !...... very true. And this is probably the most common objection that people have to using eFocusgroups in place of physical focus groups. But you will be surprised at how much psychology goes on in an eFocusgroup. It's true that you can't see the nodding and shaking of heads, but you get much more definitive feedback, because everyone wants to complete the questionnaire at the end of the week - after all they have been actively involved in creating it. And you have a textual record of what people said. Our concept of considered spontaneity argues that this information is different from information that has to be gleaned by watching and interpreting a video or audio tape. Different ..... not better or worse .... just different. You need to make up your own mind about the quality of the information, but most people are very impressed when they see the trail of the on-line discussion. And one other huge advantage of having the record in text format is that if you want to be really sophisticated the material can be put through automated content analysis software.
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..... who says you'll never spot a smile in an eFocusgroup ?
