Conversations with Dina discusses if blogs will kill focus groups in qualitative research. “Because blog conversations are viral on the other hand, and often there is no way of ‘checking’ back on the demographics. Its difficult for an ‘outsider’ (read marketer who isn't into blogging) to trust this conversation then, although some smart marketers believe, “bloggers’ unsolicited opinions and offhand comments are a source of invaluable insights that are hard to get elsewhere”.”