A key strength of qualitative research is its ability to generate rich insights. However, its limitations include small sample sizes and low generalisability of findings. While these limitations can be addressed by conducting multiple focus groups, doing so requires significant time and manpower.

Hence, our qualitative research team explored a viable alternative. Piloting a methodology to conduct online discussions with 103 respondents at the same time, they were able to capture in-depth responses at scale, in real time. Although not a replacement for a traditional focus group discussion, this pilot proved effective in gathering large amounts of qualitative data within a short duration. The team’s research can add value to large scale engagement studies requiring both breadth and scalability.

Read the full journal article here.