2. A focus group therefore allows you to learn about
your media business. You can find out how your
company is perceived and how it compares to
competition. The answers you get can allow you to
change and build towards your final product.
3. Basics of a focus
group
You first have to decide what you want to find out about from the
focus group. This may be a specific problem, or how to expand the
demographic reach of your audience for your product.
Once you have determined which questions you want answered you
will then have to find a focus group to help solve your problems. A
focus group moderator is critical and this person has to have the
ability to draw information that you want from your focus group
participants in a group discussion format. Hiring an expert moderator
is usually the best solution to getting quality results.
Finally, decide what type of focus group participants that you want.
Problems to overcome with a focus group include race, age, income
and gender if you want a broad cross-section of people providing
answers.
4. Pro’s of using a focus
group
• Your able to learn more about your
audience and their beliefs
• Quantitative and qualitative data can be
collected and added up or observed
• Ability to have in depth conversations
about your topic to generate new ideas
and thinking
• The moderator can engage the
participants and make sure the
conversation is always on track while
keeping it going and coming up with more
questions
5. Con’s of using a focus
group
• It can sometimes be difficult to get the
truth out of the participants or get
them to speak if they do not want to
talk about the topic being discussed
• If the moderator is not experienced
enough the conversation can stray of
topic or the conversation can be led
by a few dominant participants
• Can obtain bias information from
participants, especially if friends or
family as they may say something
that they believe you want to hear
