For decades, focus groups have been the beating heart of qualitative research. A handful of participants, a skilled moderator, and a room where brands listened closely to the voices that mattered most — their consumers.

But in 2025, that familiar setup is evolving faster than ever. Between virtual discussions, AI-driven sentiment analysis, and immersive tech experiences, one question keeps surfacing: Are focus groups evolving — or becoming obsolete?

The Shift from Rooms to Screens

The pandemic was the catalyst. Almost overnight, brands moved from physical viewing rooms to virtual ones. Platforms like Zoom, Teams, and purpose-built research tools allowed moderators to replicate the intimacy of discussion — just without the coffee and cookies.

Virtual focus groups quickly proved their worth. They made research faster, more inclusive, and cost-effective. Geographic barriers disappeared. Respondents joined from living rooms, cars, even kitchens — giving researchers a more authentic view of daily life.

Yet, something was missing — the energy of shared space, the subtle body language, the group chemistry that happens when ideas bounce off the walls.

That’s where the next evolution is happening.

The Rise of Immersive & Hybrid Qualitative Research

Imagine this: participants step into a virtual discussion room — complete with product shelves, prototypes, and even simulated retail environments.

This is not science fiction. Immersive research is already being tested globally, blending the human depth of traditional focus groups with the realism of tech-enabled environments.

Brands can now observe how consumers move through a virtual store, react to packaging designs, or test digital experiences — all while tracking emotional and behavioural cues in real time.

At Resinnov, we see this as a powerful opportunity — not a replacement. Immersive tools should augment human understanding, not replace it. The goal remains the same: getting closer to people, their feelings, and their choices.

So, Are Traditional Focus Groups Really Obsolete?

Not quite. They’re simply reinventing themselves.

While technology changes how we conduct discussions, the why remains constant — to understand people deeply. In-person sessions still hold unmatched value when studying tactile, sensory, or emotional experiences. Some insights are best captured when you can observe participants’ micro-expressions, silences, or the energy that shifts when a concept truly clicks.

What’s emerging is a hybrid future — one that balances scale with sensitivity, reach with depth. Researchers might begin a study with AI-driven listening tools or online boards, and then dive deeper through smaller, highly curated focus groups — virtual or in-person.

Where Tech Meets Human Empathy

The next frontier is not just digital, but intelligent. Tools are already analysing tone, expression, and even cognitive load to identify hidden emotions. AI can help moderators probe smarter and faster — suggesting follow-up questions in real time.

But here’s the catch: AI can detect sentiment, but it cannot decode intent.
That’s where human expertise remains irreplaceable.

At Resinnov, we believe the role of the researcher is evolving — from moderator to interpreter, from facilitator to empathy architect. The best insights will come from those who can marry the precision of technology with the intuition of human understanding.

Resinnov’s Take: Focus Groups Aren’t Dying — They’re Deepening

The future of focus groups is neither virtual nor obsolete. It’s adaptive.

• Virtual tools will keep broadening access and inclusivity.
• Immersive environments will enhance realism and engagement.
• Human moderation will continue to be the heart that connects data to emotion.

As research practitioners, our responsibility is to choose the right approach for each question — not to replace methods, but to reimagine them.

Because at the end of the day, focus groups were never just about the room. They were about what happens inside it — the spark of understanding between brands and people.

And that spark will always have a future.

✨ Resinnov: Research with Innovation
Uncover deeper human truths with adaptive, tech-enabled qualitative solutions.
📩 Write to us at team@resinnov.com to explore how we can help you design research that moves from conversation to clarity.