The resurgence of face to face focus groups in Australia has been hidden away from the eyes of many people who presumed that advances in communication and technology would have replaced the need to host focus groups in person. In fact, face to face focus groups have been booming in our corner of the world because of technology.
This came clearly to mind for me when I was at The City Group Rooms in Sydney recently doing what I always do which is to hang anxiously around the waiting rooms for my respondents to arrive. Unable to alter the habits of a working life-time, I was also watching what was happening around me. All seven rooms at the city venue were fully booked with many double shifts, so there were people everywhere. Seriously, this place never seems to stop.