“Robotics and Zoom:” Using Online Focus Groups to Explore Future-Food Technologies

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aut.relation.journalSage Researcg Methods
dc.contributor.authorErrmann, Amy
dc.contributor.authorConroy, Denise
dc.date.accessioned2023-03-09T01:17:33Z
dc.date.available2023-03-09T01:17:33Z
dc.date.copyright2023-02-20
dc.description.abstractIncreases in the global population mean there are pressures on the food supply. To address this, future-food technologies (FFTs) are being considered to increase food production. However, consumers may differ in their adoption of FFTs according to individual beliefs, attitudes, and perceptions. One case that explored this issue has been completed by The New Zealand Institute for Plant and Food Research Limited, within the “Horticulture Production Goes Urban (HgU)” research program. We explored the topic through market research that utilized online focus groups (OFGs). OFGs are an important qualitative method to consider as a researcher and they will become more predominant given the disruptions from the COVID-19 pandemic on research. We provide a pragmatic approach to the OFG method, using FFTs as a topic exemplar. Key learning outcomes include how to conduct, apply, and navigate research decisions using OFGs to gather primary data of high quality.
dc.identifier.citationSage Research Methods, ISSN: 2158-2440 (Print), SAGE Publishing. doi: 10.4135/9781529666632
dc.identifier.doi10.4135/9781529666632
dc.identifier.issn2158-2440
dc.identifier.urihttps://hdl.handle.net/10292/15953
dc.publisherSAGE Publishing
dc.relation.urihttps://methods.sagepub.com/case/robotics-zoom-online-groups-explore-future-food-technologies
dc.rights.accessrightsOpenAccess
dc.subject1302 Curriculum and Pedagogy
dc.subject1608 Sociology
dc.subject1699 Other Studies in Human Society
dc.subject44 Human society
dc.subject47 Language, communication and culture
dc.title“Robotics and Zoom:” Using Online Focus Groups to Explore Future-Food Technologies
dc.typeJournal Article
pubs.elements-id495474
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