1. No peer pressure in groups or dominant personalities as online, therefore opinions are more honest and open
2. No geographical boundaries when online
3. Much easier and more cost effective to get participants online at the same time than to get them to meet at a specific venue
4. More cost effective - no need to pay hotel room for groups or participants transport costs and food/drink etc
5. Can stimulate and constrain participants with a private message
6. Initial response by individuals and then stimulates discussion amongst participants
7. Real time sessions with active facilitation
8. Everyone plays an active role and responds to all the questions
9. Group members post their personal views and then comment on others; no one is able to dominate the group
10. Faster turnaround – response is captured in real-time and projects can be completed in as few as 10 days
11. Respondents can participate from different regions, reducing regional bias.
12. Researchers, participants and clients can attend groups from a computer location of their choosing
13. Enables quick, easy and low cost discussions with online panels and customer databases
14. Appropriate for groups where participant anonymity is preferable
15. Easier to recruit tough-to-find targets who would be unlikely to come to traditional groups
16. Lower cost – e groups cost less than traditional groups and also eliminate travel and venue hire costs
17. Significant savings on time, recruitment, incentives, transcription and travel

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