FOCUS GROUP

Purpose
To gain insights from the appropriate
target market
 Members
8 12
homogeneous in terms of demographic
and socio-economic characteristics.
Experienced with the issue
Have not participated in many focus
groups.
 Other Characteristics
Relaxed environment
1.5 2 hours
Record all information including facial
expression and body language
Have a moderator to lead the discussion
 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.
 Steps
1) Specify objectives
2) State questions to be answered
3) Screening questions on familiarity and
knowledge of the subject matter, usage
behavior, attitude and participation in focus
groups and demographic characteristics
4) Develop the moderators outline moderator
must understand the clients business, focus
group objectives and how the findings will be
used.
5) Conduct the focus group.
6) Review tapes and analyze data
7) Summarize findings and plan follow-up
research or action.
 Advantages
Synergism wider range of information
Snowballing One persons 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
 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
 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.