Focus Group

The term focus group refers to a qualitative market research method in which a small group of individuals is interviewed about a specific topic or product. The goal is to understand the attitudes, opinions, and behaviors of the participants. Focus groups are primarily used in areas such as product development, brand strategy, and advertising. 

• Group size: Typically, 6 to 12 participants who represent a homogeneous target group. 
• Moderation: A trained moderator leads the discussion, asks questions, and ensures a balanced group dynamic. 
• Qualitative data: Focus groups provide deeper insights into the motivations and thoughts of the participants, as opposed to quantitative surveys. 

1. Target group recruitment: Participants are selected from suitable sources such as customer data or market research agencies. 
2. Questions: The moderator asks open-ended questions about topics such as product perception or purchasing decisions. 
3. Analysis: The discussions are transcribed and analyzed for patterns or key insights. 

• In-depth insights: Focus groups provide valuable qualitative information that helps improve marketing strategies. 
• Speed: They deliver quick results compared to extensive surveys. 
• Creativity: The open discussion can foster innovative ideas. 

• Limited representativeness: The small group size is not always statistically representative. 
• Group pressure: Dominant participants may influence the opinions of others. 

Focus groups are a valuable method for understanding the attitudes and opinions of the target audience. They are particularly useful for product development, brand positioning, and testing advertising campaigns. Despite their limitations, they complement quantitative methods and provide valuable insights for marketing decisions.