WHAT IS A FOCUS GROUP?
- 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.