Webcam focus groups work best with 3 to 5 participants who are comfortable with the technology and being on camera. The moderator and the participants are connected via video and audio, which allows for one person to speak at a time during the group interaction.
Like chat groups and IDIs, webcam focus groups are conducted in real time for a set duration. Group discussions via webcam are best when a group dynamic is preferred, immediate facial expression is critical to ascertain, and/or you need participants to show or do something in real time.
One common misconception about webcam focus groups is that they are less expensive than other methodologies. While they do eliminate travel expenses and save time, successful (i.e., seamless) webcam focus groups require a trusted platform, skilled technicians, and an experienced webcam moderator.