FOCUS GROUP

Purpose To gain insights from the appropriate target market

To gain insights from the appropriate target market

Members 8 – 12 homogeneous in terms of demographic and socio-economic characteristics. Experienced with the issue Have not participated in many focus groups.

8 – 12

homogeneous in terms of demographic and socio-economic characteristics.

Experienced with the issue

Have not participated in many focus groups.

Other Characteristics Relaxed environment 1.5 – 2 hours Record all information including facial expression and body language Have a moderator to lead the discussion

Relaxed environment

1.5 – 2 hours

Record all information including facial expression and body language

Have a moderator to lead the discussion

Qualifications of a moderator Detached but kind Alert to signs that the group is disintegrating Stimulate interaction Encourage respondents to be more specific about generalized comments Encourage unresponsive respondents to participate. Flexible – able to alter the planned outline according to the situation Guide the discussion at an intelligent as well as emotional level.

Detached but kind

Alert to signs that the group is disintegrating

Stimulate interaction

Encourage respondents to be more specific about generalized comments

Encourage unresponsive respondents to participate.

Flexible – able to alter the planned outline according to the situation

Guide the discussion at an intelligent as well as emotional level.

Steps Specify objectives State questions to be answered Screening questions – on familiarity and knowledge of the subject matter, usage behavior, attitude and participation in focus groups and demographic characteristics Develop the moderator’s outline – moderator must understand the clients business, focus group objectives and how the findings will be used. Conduct the focus group. Review tapes and analyze data Summarize findings and plan follow-up research or action.

Specify objectives

State questions to be answered

Screening questions – on familiarity and knowledge of the subject matter, usage behavior, attitude and participation in focus groups and demographic characteristics

Develop the moderator’s outline – moderator must understand the clients business, focus group objectives and how the findings will be used.

Conduct the focus group.

Review tapes and analyze data

Summarize findings and plan follow-up research or action.

Advantages Synergism – wider range of information Snowballing – One person’s comments triggers a response from another person. Stimulated – excitement increases in a group. Security – participants feel more comfortable to answer in a group with similar interests. Spontaneity

Synergism – wider range of information

Snowballing – One person’s comments triggers a response from another person.

Stimulated – excitement increases in a group.

Security – participants feel more comfortable to answer in a group with similar interests.

Spontaneity

Advantages Serendipity – Ideas may arise out of the blue. Specialization – use of highly trained interviewer. Flexibility in the topics covered Speed – many participants at one time

Serendipity – Ideas may arise out of the blue.

Specialization – use of highly trained interviewer.

Flexibility in the topics covered

Speed – many participants at one time

Disadvantages Misuse – Some people consider the results as conclusive when it should be just exploratory. Misjudge – client and researcher bias. Difficult to moderate Difficult to code, analyze and interpret. Not representative of the general population and not projectable.

Misuse – Some people consider the results as conclusive when it should be just exploratory.

Misjudge – client and researcher bias.

Difficult to moderate

Difficult to code, analyze and interpret.

Not representative of the general population and not projectable.