Online bulletin boards allow a skilled moderator to conduct a text-based computer discussion with a large group of respondents who are geographically dispersed and participating on their own schedules. While the common uses are the same as traditional focus groups, this methodology can provide needed flexibility and often yields richer, more thoughtful comments than a live discussion because the participants have more time to formulate and articulate their thoughts. Virtually all respondents answer every question posed and the technology allows the moderator to prevent participants from seeing other responses until they have provided their own in order to ensure independent thinking.
