The focus group is a qualitative research technique widely used in marketing and the social sciences to gather in-depth information about perceptions, opinions and attitudes of a selected group of people about a specific product, service or concept.
Key Features
Composition:
A focus group typically consists of 6-10 participants carefully selected based on demographic or psychographic criteria relevant to the object of study.
Duration:
The session generally lasts between 90 and 120 minutes.
Moderation:
It is led by an experienced moderator who facilitates discussion using an outline of predetermined questions.
Interaction:
Participants are encouraged to interact freely with each other, sharing ideas and opinions in a nonjudgmental environment.
Types of focus groups and phases of conducting them
There are several variants of focus groups, including:
- Traditional
- Mini focus group (4-5 participants)
- Online
- Two-way
- With participating moderator.
Steps of conduction:
- Warm-up: Creating a relaxed atmosphere and introducing the theme
- Main discussion: In-depth exploration of the topic through focused questions
- Closing: Summary of the opinions that emerged and thanks to the participants.
Benefits
- Collection of rich and detailed qualitative information
- Opportunity to explore unexpected ideas
- Observation of group dynamics
- Speed in getting feedback on new concepts or products
Applications
Focus groups are widely used in various fields:
- Market research
- New product development
- Evaluation of advertising campaigns
- Social and behavioral studies
- Analysis of consumer perceptions
Ethical considerations
It is critical to ensure the privacy of participants and obtain their informed consent.
Information collected must be treated confidentially and used only for the stated purposes of the research.
The focus group is a valuable tool for companies and researchers who wish to gain an in-depth understanding of the opinions and motivations of their target audiences, providing qualitative insights that can guide strategic decisions and the development of products or services more in line with consumer needs.