Focus Group

Focus group is a type of qualitative data where different groups are asked questionnaires regarding their opinions, beliefs, attitudes and perceptions about a specific subject such as product, service or idea. This group can be used to collect information on the recognition and usability of either latest or re-launched products or service, or consumer perceptions of a whole product class. It is believed that focus group is an excellent way to determine the attitudes of customers relative to the selection of different topics. The outcome from the research may have more credibility with the consumer.

Focus groups usually consist of 6 targeted consumers. A moderator is someone that asks specific questions, answers and encourages discussion. They may show stimuli to the participants; this may be a step to launch a new product, advertise ideas. Focus group are usually an hour long, the time is determined by the concentration limits of participants. Participants are screened according to demographics, usage, and behavior towards the product or service. The participants groups are the most important parts of the process. There isn’t a “correct answer to how many focus group should there be, but the average focus group consists of 4 to 6 group. This will depend on the budget, number of different groups and the number of geographic areas.

There are three main reasons to why people participate in focus groups. One reason is to earn money. Therefore participants are paid depending on the type of group they are in. Another reason to attend focus groups is to give opinions about various topics; they may or may not be interested in, for many it’s a fun and interactive activity. The third reason for people to attend these groups is to learn about research technique or the topic being discussed. It can be very useful to those who seek additional information about the topic. Many businesses attend to help them keep up with new developments in their fields.

Focus groups are expensive and may discourage individuals with opposing ideas from speaking up during the focus group. Method of data collection and survey are not always perfect. Each method is unique that has its own advantage and disadvantage linked to it. Questions should be critically analyzed as they are to gauge public opinion.