Contents
- What is a focus group?
- Goals and audience of focus groups
- Types of focus groups
- How to conduct a focus group?
- Where to find respondents?
- How to conduct research?
- How to summarize research findings?
What is a focus group?
A focus group is a qualitative research method that involves group interviews with representatives of the target audience. Various aspects can be discussed within the focus group, including products or services, methods of promotion, and general brand characteristics. Participants in a focus group are also called respondents, and their number typically ranges from 4 to 12 people. During the discussion, led by one or several moderators, participants share opinions, express their ideas, and offer recommendations for improving or promoting products.
Focus groups can be used as a standalone method of marketing research or in conjunction with quantitative methods for deeper analysis. This allows for the collection of qualitative data that helps better understand the target audience and their preferences.
Goals and audience of focus groups
Focus groups are necessary for organizations that:
- are planning a rebranding;
- are developing new products or services;
- want to improve existing products;
- aim to test new advertising materials;
- are studying the target audience and competing products;
- want to know how customers perceive their brand and advertising.
This approach helps companies better understand the factors influencing consumer decisions. For instance, a manufacturer may test a new advertisement, while a hospital may create comfortable conditions for parents of children undergoing treatment. Additionally, focus groups can assist in changing personnel policies by identifying employee opinions about working conditions and team relationships.
Types of focus groups
Focus groups are classified by various parameters:
By type of group
- Standard groups: 8-10 participants, allowing for diverse opinions.
- Mini-groups: 4-5 respondents, in-depth discussion.
- Two-way interviews: two groups, one of which observes the other.
- Remote groups: conducted via video conferencing, participants can remain anonymous.
By method of moderation
- One moderator.
- Two moderators sharing responsibilities.
- Competing moderators representing opposing views.
By duration
- Standard groups: about one and a half hours.
- Short groups: less than an hour, limited set of topics.
- Extended groups: 3-4 hours, gathering additional information about respondents.
- Two-session groups: two meetings with the same participants.
How to conduct a focus group?
When preparing to conduct a focus group, several key points should be considered:
- Define the research goal: it should be clear and singular to avoid confusion.
- Prepare a list of topics: ask open-ended questions to receive more comprehensive answers.
- Select a suitable venue: ensure the comfort of participants.
- Find a moderator: this should be an experienced individual capable of leading the discussion.
- Prepare equipment: it is advisable to use video recording for analyzing non-verbal reactions.
Remember that it is important to conduct focus groups regularly to obtain more accurate and varied data. This will help avoid distortions in perception and allow for a better understanding of your target audience.
Where to find respondents?
To attract participants for the focus group, it is advisable to offer a reward, whether it's monetary compensation, discounts, or gifts. Here are some ways to find respondents:
- Professional recruiting agencies;
- Your own clients through newsletters and social media;
- Targeted advertising;
- Industry chats in messaging apps, especially for B2B audiences.
Select participants who closely match the profile of your target audience to obtain more accurate results.
How to conduct research?
At the beginning, the moderator introduces themselves and the goals of the research. To create a relaxed atmosphere, participants can be invited to share something interesting about themselves. Then, the main program begins, where the moderator leads the discussion, demonstrates products, and asks clarifying questions for a deeper analysis of opinions.
After the discussion concludes, the moderator summarizes the findings, thanks the participants, and distributes rewards. This is an important step in creating a positive image of the company among respondents.
How to summarize research findings?
After the focus group, it is necessary to analyze the collected data. It is important to review the video recordings to obtain a more objective view of participants' opinions. It is also worthwhile to discuss the results with colleagues who did not participate in the research to gain fresh insights on the findings.
Final conclusions should be verified and confirmed, for example, through online surveys on social media, to ensure the reliability of the obtained data. This will help you adapt your strategy and improve products or services based on the real needs of your target audience.