The increasing prominence of online focus groups in market research and the complexity that the Internet environment adds to the conduct of research with focus groups has led to a certain interest in discovering how this method can be applied effectively and to which situations or purposes it is best suited. Based on an examination of the literature and on an empirical survey of the heads of qualitative research at 112 market research companies in Spain, a basic classification of focus groups is proposed, distinguishing between the European and Anglo-Saxon approaches. Within this frame of reference, a set of factors or dimensions is identified that makes it possible to compare online and face to face groups, assess whether the former can really be considered focus groups which resemble either of the two approaches and, as a result, suggest the most appropriate uses or applications.

Although Spain is the world’s top organic extra virgin olive oil (OEVOO) producer, domestic consumption is low. Most of the OEVOO produced is destined for external markets. As access to these markets is rife with challenges, developing internal demand has become a matter of utmost importance. Therefore, the general objective of this study is to analyse what is limiting OEVOO consumption levels in Spain. Although a review of the literature reveals some potential explanatory factors, this study analyses the relationship between consumption levels and the limiting factors perceived by consumers. The main novelty of the study is that these limiting factors are divided into two distinct dimensions: difficulties perceived by consumers in the purchase of OEVOO, and the impact of these on their buying behaviour. Based on the results of a survey of 793 people, this distinction throws up a clear paradox: although practically all the factors considered as difficulties are perceived to exist, these do not appear to fully explain the decision not to purchase the product. The suggested explanation for this is simply that the “organic” attribute or label is not highly valued or appreciated by Spanish consumers. Considering the quantitative significance of the group of non-consumers in the population, promoting social and environmental awareness emerges as the best strategy to improve the public’s appreciation of the organic label and boost internal demand.

The controversy between altruistic (environment, animal welfare and rural and local development) and egoistic (health, food safety, quality or flavour) values as determining and explanatory factors of organic food consumption raises suspicions that it is not an end in itself but a means: consuming organic foods is a way to achieve healthiness, food safety, quality, etc. rather than an expression of environmental values. In that case, the term ‘organic’ could be assumed to be a heuristic cue. The aim of this study is to examine whether the heuristic role of the term ‘organic’ can indeed be assumed and to confirm the mediatory role of this type of food. To this end, personal interviews with 800 individuals were conducted in Spain. In view of the results it may be concluded that the term ‘organic’ plays an important role as a heuristic cue to superiority