Specifics of conducting focus groups and in-depth interviews online during quarantine events in connection with COVID-19 and afterwards

Abstract

The article analyzes the specifics of conducting focus groups and in-depth interviews online during quarantine events in connection with COVID-19 and subsequently. The main advantages and disadvantages of transferring focus groups and in-depth interviews to a virtual environment are studied. The features of selecting respondents for such studies, creating screeners and ads for finding respondents, selecting those who want to participate in the study, and screening out unsuitable or non-competitive respondents are considered. Special attention is paid to the issues of advertising testing, and the possibility of adapting the APEX methodology to modern technical capabilities is considered. The possibility of rejecting the blocking questionnaire in favor of a test meeting with respondents on the eve of the study is being studied. Recommendations are given for leveling the disadvantages of the online format and using its advantages.