Focus Groups

WHAT IS A FOCUS GROUP?

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WJ Schroer Observation Deck

OVERVIEW

  • In-depth group interview (8-12 individuals in group discussion led by a trained moderator)
  • Derived from group therapy techniques
  • Assumes individuals who have a common problem/interest will be more willing to discuss it among others with a similar interest/problem.
  • Concentration on feelings, attitudes and perceptions of topic discussed
  • Qualitative tool, used to understand “why”
  • Experience “flesh and blood” consumers
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WJ Schroer Focus Group Room (1/2)

 

FOCUS GROUP METHODOLOGY

  • Participants share a common interest, concern or demographic
  • Neutral Setting w/minimal distractions
  • Audio/video taping capabilities
  • Observation room w/one-way mirror
  • 1.5-2.0 hours in length
  • Limited scope of discussion
  • Post-group discussion
  • In-depth followup report/w conclusions and recommendations
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WJ Focus Group Room (2/2)

FOCUS GROUP METHOD

  • Stimulates new ideas
  • Directly observe group members as they relate to anĀ  issue
  • Measures dynamics of attitudes and opinions (i.e. rigidity)
  • Provokes spontaneity and candor
  • Emotionally provocative
  • Through dynamic interaction and common interests of respondents, more and qualitatively better information is derived.
  • Identification of diagnostics may be driven by consensual validation.
  • Must be validated by quantitative
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WJ Schroer Observation Deck viewed from Focus Group Room

FOCUS GROUP OUTCOMES/USE

  • Generate hypotheses for further (quantitative) testing
  • Generate information for developing quantitative questionnaires.
  • Provide overall background information on a product category
  • Derive impressions on new product concepts or issues for which there is little information
  • Stimulate new ideas about existing products/services
  • Generate ideas for new creative concepts
  • Interpret previously obtained quantitative results.