Focus Groups

Focus Groups

USES

PROCEDURE

PURPOSES

DEFINITION

ADVANTAGES

is frequently used as a qualitative approach to gain an in‐depth understanding of social issues. The method aims to obtain data from a purposely selected group of individuals rather than from a statistically representative sample of a broader population.

Focus group discussions lead to valuable output

Step 1. Write down your goals

Its purpose is to address a specific topic, in depth, in a

comfortable environment to elicit a wide range of opinions, attitudes, feelings

or perceptions from a group of individuals who share some common experience relative to the dimension under study.

A focus group is a carefully planned and moderated informal discussion where one person’s ideas bounce off another’s creating a chain reaction of informative dialogue.

The product of a focus group is a unique form of qualitative information which brings understanding about how people react to an experience or product.

Step 2. Define your target audience

Step 3. Find a venue

Step 4. Recruit participants

Step 5. Design the questions

Step 6. Moderate the group

Step 7. Analyse

Then you asked about the factors that motivated the purchase of washing powder, the answers could probably be broken down into categories such as these:

A) Price/on offer

B) Seen an advert

C) Recommended by a friend

D) Packaging design

Conclusion

Organizations can see the research ‘in action’

Data is gathered quickly

Easily Measure Customer Reaction

Time-Saving Opportunity