Focus Groups

Part 1 Part 2

Focus group is an important form of qualitative marketing research that is used to gather main data regarding opinions, feelings, attitudes and impressions of a specific target population on a certain subject.

Usually, a focus group consists in a small, representative group of people invited to share their perceptions, thoughts, beliefs and ideas towards a product, service, notion, commercial, idea, or encasement.

Participants are free to talk, support their opinions and reason their choices.

Basically, focus groups are interviews with more people at the same time. There is an objective moderator also called facilitator who encourages the participants to give feedback or comment.

Focus groups can be organized as a debate where participants choose sides and duel the subject in discussion. There can also be formed mini focus groups with less than 10 persons, usually 5-6.

The facilitator can be chosen from the participants, or there can be two of them, taking care that the discussion does not run out of course. Though traditional focus groups are held in person, there can also be telephone or online focus groups.

Benefits of focus groups

There are many advantages of this method , including :

Limitations in of focus groups

There are a couple of drawbacks in conducting a focus group:

Following, there are some tips for a successful focus group. Conducting a focus group requires preparation before the actual event, a lot of monitoring and guiding during the meeting and skills and experience in analyzing the results and make the most out of them for the success of the company.

Part 1 Part 2