Cyberbranding: Brand Building in the Digital Economy

Transformation of the Traditional Method—Focus Groups

It’s been said that on the Internet “everyone is the same.”^[4] The ability to give an open and honest answer when an online participant does not have to look someone in the eye is valuable research—finding out exactly how someone feels “no holds barred.” Subjects that are sensitive in nature—for instance, medical and health-related topics, workplace relations, and, of course, Internet-related subjects—are a natural for online discussion.^[5] Thus, the focus group online appears, with companies and researchers asking probing questions and monitoring typed-in responses.

Companies are figuring out how to emulate face-to-face research methods. VRRoom, a New York–based company, gathers people together ...