In the past year or so, it’s tipped: I can’t think of more than a handful of segments of interest to market researchers that aren’t living at least some of their lives online.
And most of these segments not only have access to the web, but are (now) also very comfortable using this medium to communicate.
They write and forward emails to friends who share, or emphatically don’t share their views. They contribute to bulletin boards aligned with, or diametrically opposed to their interests and values. They have their own blogs or comment on others’. They’re likely to be even more comfortable communicating this way than they are in real life.
The point is that often, and increasingly, they’re using these media to voice their opinion: to make themselves heard.
Isn’t that exactly what we ask from respondents in our research focus groups?
BBFGs mirror the way people voice their opinions and communicate with others, including corporations, in the real world.