Virtual focus groups in extension: A useful approach to audience analysis

Abstract

As change agents, Extension educators may begin their program planning by identifying the audience's perceived barriers and benefits to adopting some behavior that will benefit the community. Extension professionals and researchers have used in-person focus groups to understand an audience, and they can also administer them as technology-based virtual focus groups. This article discusses the benefits and disadvantages of using this methodology and presents recommended best management practices. © 2014 Extension Journal Inc.