Texting the waters: An assessment of focus groups conducted via the WhatsApp smartphone messaging application

Abstract

Focus groups are a well-used research method in the social sciences. Typically, they are conducted in person to generate research insights through group discussion and interaction. As digital technologies advance, there have been efforts to consider how to conduct focus groups in an online format, often using computer-based tools such as email, chat and videoconferencing. In this article, we test the potential of smartphone-based mobile messaging as a new method to elicit group-level insights. Based on empirical analysis and comparison of in-person and WhatsApp group chat focus groups conducted in Singapore, we find that WhatsApp group chat does have the potential to generate well-elaborated responses and group interaction, particularly among younger, digitally fluent participants. However, the quantity and richness of the conversation still do not match that of the in-person focus groups, and further innovation may be needed to improve mobile messaging as a qualitative research method.