WHAT IS A FOCUS GROUP?

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

 

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

FOCUS GROUP METHOD

• Stimulates new ideas
• Directly observe group members as they relate to an  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

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.