Online Focus-Groups: Methodical Reflection

The digitalization process transforms ways of social reality research. Since the late nineties last century online methods have become popular, classical research been digitized, natively digital emerged, for example, asynchronous focus groups. pandemic has led to a rapid increase popularity online-methods in Russia, particular groups demand by market. Despite removal COVID restrictions, remained popular. In this article we consider changed reality, analyze specifics organization and conduct on example Leningrad Region. We demonstrate advantages disadvantages method, comprehend factors that may lead sample bias organizing groups, present our results field Internet. presented arguments provide more complex framework researchers, especially early career make reasoned balanced decision when selecting between face-to-face modes.