A focus group is used to gain insights from a target market. It consists of 8-12 similar participants who have not participated in many focus groups. The relaxed environment lasts 1.5-2 hours while recording facial expressions and body language. A moderator leads the discussion and stimulates interaction. The moderator must understand the client's business and objectives, and guide the discussion at an intelligent and emotional level. Steps include specifying objectives, developing questions, screening participants, conducting the focus group, reviewing data, and summarizing findings. Advantages include synergism, spontaneity, and flexibility, while disadvantages include potential for bias and lack of representativeness.

1. FOCUS GROUP

2. Purpose To gain insights from the appropriate target market

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

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

5. 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.

6. 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.

7. 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

8. 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

9. 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.