Enhancing qualitative research through virtual focus groups and artificial intelligence: A review

The rapid integration of digital technologies and artificial intelligence (AI) into qualitative research has significantly transformed traditional methods of conducting focus group discussions (FGDs). Online platforms and AI-driven analysis techniques now offer new opportunities and present distinct challenges.

This narrative review aims to critically evaluate recent developments in virtual and digital FGDs, assessing their potential benefits, methodological innovations, practical challenges, and ethical considerations.

Relevant literature on virtual FGDs, AI applications, hybrid qualitative methods, and gamification strategies were systematically identified and synthesised, focusing specifically on platforms such as Zoom, Microsoft Teams, WhatsApp, Facebook, and Reddit.

Digital FGDs have notably enhanced geographical accessibility, facilitating the inclusion of marginalised populations previously limited by logistical or geographical barriers. Emerging AI-driven tools such as Natural Language Processing (NLP) for automated transcription and thematic analysis, alongside sentiment analysis, have streamlined qualitative data analysis, capturing complex emotional nuances effectively. Hybrid approaches blending traditional face-to-face interactions with asynchronous online discussions, as well as gamification techniques (interactive exercises, role-playing, digital storytelling, and mobile app-based FGDs), have shown significant promise in promoting participant engagement and enriching qualitative insights. Despite these advancements, key ethical and practical challenges remain, particularly regarding informed consent, data security, power imbalances among participants, and inclusivity for those with limited digital literacy.

Virtual and digital FGDs offer considerable advantages for qualitative research, but require ongoing methodological refinement and clear ethical guidelines. Future research should prioritise developing robust ethical frameworks, addressing current limitations, and further refining digital qualitative methodologies.