FOCUS GROUPFOCUS GROUP

PurposePurpose

To gain insights from the appropriate To gain insights from the appropriate target markettarget market

MembersMembers

8 – 12 8 – 12 homogeneous in terms of homogeneous in terms of

demographic and socio-economic demographic and socio-economic characteristics.characteristics.

Experienced with the issueExperienced with the issue Have not participated in many focus Have not participated in many focus

groups.groups.

Other CharacteristicsOther Characteristics

Relaxed environmentRelaxed environment 1.5 – 2 hours1.5 – 2 hours Record all information including Record all information including

facial expression and body languagefacial expression and body language Have a moderator to lead the Have a moderator to lead the

discussiondiscussion

Qualifications of a Qualifications of a moderatormoderator

Detached but kindDetached but kind Alert to signs that the group is Alert to signs that the group is

disintegratingdisintegrating Stimulate interactionStimulate interaction Encourage respondents to be more specific Encourage respondents to be more specific

about generalized commentsabout generalized comments Encourage unresponsive respondents to Encourage unresponsive respondents to

participate.participate. Flexible – able to alter the planned outline Flexible – able to alter the planned outline

according to the situationaccording to the situation Guide the discussion at an intelligent as Guide the discussion at an intelligent as

well as emotional level. well as emotional level.

StepsSteps1)1) Specify objectivesSpecify objectives2)2) State questions to be answeredState questions to be answered3)3) Screening questions – on familiarity and Screening questions – on familiarity and

knowledge of the subject matter, usage knowledge of the subject matter, usage behavior, attitude and participation in behavior, attitude and participation in focus groups and demographic focus groups and demographic characteristicscharacteristics

4)4) Develop the moderator’s outline – Develop the moderator’s outline – moderator must understand the clients moderator must understand the clients business, focus group objectives and how business, focus group objectives and how the findings will be used.the findings will be used.

5)5) Conduct the focus group.Conduct the focus group.6)6) Review tapes and analyze dataReview tapes and analyze data7)7) Summarize findings and plan follow-up Summarize findings and plan follow-up

research or action.research or action.

AdvantagesAdvantages Synergism – wider range of informationSynergism – wider range of information Snowballing – One person’s comments Snowballing – One person’s comments

triggers a response from another triggers a response from another person.person.

Stimulated – excitement increases in a Stimulated – excitement increases in a group.group.

Security – participants feel more Security – participants feel more comfortable to answer in a group with comfortable to answer in a group with similar interests. similar interests.

Spontaneity Spontaneity

AdvantagesAdvantages

Serendipity – Ideas may arise out of Serendipity – Ideas may arise out of the blue.the blue.

Specialization – use of highly trained Specialization – use of highly trained interviewer.interviewer.

Flexibility in the topics coveredFlexibility in the topics covered Speed – many participants at one Speed – many participants at one

time time

DisadvantagesDisadvantages

Misuse – Some people consider the Misuse – Some people consider the results as conclusive when it should be results as conclusive when it should be just exploratory.just exploratory.

Misjudge – client and researcher bias.Misjudge – client and researcher bias. Difficult to moderateDifficult to moderate Difficult to code, analyze and interpret.Difficult to code, analyze and interpret. Not representative of the general Not representative of the general

population and not projectable.population and not projectable.