What is focus group discussion in market research?
What is focus group discussion in market research?
A focus group is a market research method that brings together 6-10 people in a room to provide feedback regarding a product, service, concept, or marketing campaign. A trained moderator leads a 30-90-minute discussion within the group that is designed to gather helpful information.
How do you run a focus group for market research?
How to Run a Focus Group
- Choose your topic of discussion.
- Choose your questions or discussion prompts.
- Prepare your focus group questionnaire.
- Appoint a notetaker.
- Recruit and schedule participants.
- Get consent and start the discussion.
- Have everyone introduce themselves.
- Ask your questions.
What type of research is focus group discussion?
qualitative research
Focus groups are a type of qualitative research. Observations of the group’s dynamic, their answers to focus group questions, and even their body language can guide future research on consumer decisions, products and services, or controversial topics.
What is a focus group and how does it differ from an interview in market research?
Focus group discussions should be held in an environment that is non-threatening and receptive. Unlike interviews, which usually occur with an individual, a focus group allows members to interact and influence each other during the discussion and consideration of ideas.
What is the purpose of a focus group?
The main purpose of focus group research is to draw upon respondents’ attitudes, feelings, beliefs, experiences and reactions in a way in which would not be feasible using other methods, for example observation, one-to-one interviewing, or questionnaire surveys.
What is focus group research example?
A focus group is a small-group discussion guided by a trained leader. It is used to learn about opinions on a designated topic, and to guide future action. Examples: A focus group of parents of preschoolers meets to discuss child care needs.
What questions do you ask in a focus group?
Sample Focus Group Questions
- How did you learn about our company?
- When was the last time you purchased a product/service in our industry?
- How often do you use our product/service?
- If you could change one thing about our product/service, what would it be?
Is a focus group qualitative or quantitative?
Focus groups are a qualitative data collection method, meaning that the data is descriptive and cannot be measured numerically. When should you use focus groups for evaluation? To get more in-depth information on perceptions, insights, attitudes, experiences, or beliefs.
Why are focus groups a good research method?
A Focus Group allows the researcher to gather more information in a shorter period of time, generally two hours. Focus groups can provide insight into complicated topics where opinions or attitudes are conditional or where the area of concern relates to multifaceted behavior or motivation.
What are the benefits of focus group discussion?
Advantages of Focus Group Discussions include the following:
- Clarify and test pre-conceived notions and findings.
- Understand met and unmet needs.
- Hear customer feedback in their own words and voices.
- Uncover ideas and issues that initially may nay not have been considered – but are important to the customer.
