Dr. Brigitte Holzhauer, Dipl. Psych.Uhlandstr. 20 D- 68167 Mannheim

mail: mail@holzhauerei.deweb: www.holzhauerei.de

T: +49 621 150 4876M: +49 160 980 622 88 www.holzhauerei.de

FOCUS GROUPS

A fascinating way to benefit from the diversity and creativity

of consumer groups.

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FOCUS GROUPS - WHAT ARE THEY?

� A special kind of group discussion

� On a specific research topic under the guidance of a moderator

� Compact, short, goal-oriented and narrowly focused on the

research topic

� … as opposed to longer, exploratory or creative workshops

� A proven method of questioning in the market and public opinion

research

� Objectives: Analysis of opinions, attitudes and behavior of target

groups regarding the subject of discussion

� ... both of the individual participants as well as the group as a

whole (e.g. group processes, interactions, attitude changes)

� Online and offline used in various ways in order to gain insights into

the attitudes and feelings of consumers

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SOME METHODOLOGICAL ASPECTS

� Localized within qualitative research methodology

� Small sample sizes, quota sampling

� Open interview situation, approximation to everyday

communication processes

� "Interpretive paradigm": Understanding why people think

and act the way they do

� Non-standardized form of questioning

� Discursive exchange of views among the group participants

� Free moderation within in the context a topic guide

� Adaptation of themes according to the culture of the group

� Usually video recording

� Content analysis

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APPLICATION EXAMPLES

� As a pretest: to explore a (new) research field, as input for

quantitative surveys

� For consumer insight: to understand the every day lives of target

groups and their deeper motives

� As test for products, services, policies, public relations, promotions…

� In the context of innovation management

� Reviewing opportunities and barriers of newly developed

concepts, products or offers

� Integrating creativity, needs and attitudes of consumers or

other relevant audiences

� Refining concepts, products or offers together with group

participants

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HOW MANY PARTICIPANTS?• Normal group size of 8 to

10 participants?• Or mini groups with 4 to 6

particapants?• Or large group events with

even more than 100 people?

WHICH PARTICIPANTS?• Lead users, trendsetters,

heavy or light users?• Own clients and/or customers

of competitors?• Participants with certain socio-

demographic characteristics or attitudes?

WHAT METHODS?• Verbal discussion?• Creative and projective

methods? Visual methods such as collages?

• Dynamic group games?• Test and stimulus materials?

WHAT INFRASTRUCTURE?• Online or offlline?• Teststudio or meeting

rooms of a hotel? Own conference rooms?

• Catering?• Recording: audio, video,

distance transmission?

DIFFERENT SETTINGS

WHAT DURATION?• Concise 1,5 to 2 hour

focus groups?• Extensive 3 to 4 hour

creative groups or even longer?

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BEHAVIOR OF THE MODERATOR

� Moderate, but do not join in the discussion: Hold back your own

opinion and avoid influencing the respondents

� Communicate non-directive with regard to the contents, but

direcitive in relation to the form

� As moderator, you are responsible for the timing and setting as well

as for the adequate work on the research questions

� Establish a relaxed atmosphere that stimulates open discussion

� Create a positive emotional attitude to each group member

� Ensure positive, equitable interaction of participants

� Deepen the results through clarification and summary statements

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TYPICAL PROJECT PROCEDURE

Execution Analysis

� Implementation of group

discussion in a comfortable

location or online in the

intended time

� Moderation by an

experienced moderator, who

is adapted to the specific

target group

� Informed consent of the

participants on data

protection (video or audio

recording, observation)

� Video or audio recording,

transcript or protocol

� Basis of analysis: video

or audio recordings,

transcripts or protocols

� Content analysis with

enrichment and

clarification by verbatims

(original sound)

� Optionally: analysis of

group dynamics or of

creative, visual findings

(collages, etc.)

� Reporting: verbal and

graphical illustration of

findings – but usually

no numbers!

� Development of a research

design: methodology, target

groups, number of partici-

pants per group, composition

of groups, timing and costs

� Development of a topic guide

� Organization: locaction, dates,

recording technology, viewing

facilities for clients, catering,

test material ...

� Recruitment of participants

for the group discussion

Preparation

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ADVANTAGES OF FOCUS GROUPS

� Close to everyday communication: no artificial "question-and-answer

games"

� Collection of opinions in the context of social communication

� Mutual stimulation of the group participants promotes the diversity

of views

� Quick overview of the variability of opinions, values , conflicts concerning the research topic

� Allows to look behind the facade of rational argumentation:

emotional backgrounds, hidden assumptions

� Compact and goal-oriented process: central arguments and

controversies are quickly apparent

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DISADVANTAGES OF FOCUS GROUPS

� Not statistically representative

� Small sample sizes, so quantitative conclusions are questionable

� Individual opinions can possibly not be fully taken into account

during the group process

� Group dynamics: leadership, dominant or silent participants,

possible bias due to social desirability

� High effort: especially through difficult recruitment of participants,

time-consuming analysis of videos or transcripts…

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SELECTED GERMAN LITERATURE

� Kühn, Thomas / Koschel, Kay-Volker (2011): Gruppendiskussionen: Ein

Praxis-Handbuch. Wiesbaden

� Naderer, Gabriele / Balzer, Eva (2011): Qualitative Marktforschung in

Theorie und Praxis. Grundlagen, Methoden und Anwendungen. Wiesbaden.

� Bohnsack, Ralf / Przyborski, Aglaja / Schäffer Burkhard (2010): Das

Gruppendiskussionsverfahren in der Forschungspraxis. 2. Aufl., Opladen

� BVM EDITION (2007): Standortbestimmung und Gütemerkmale qualitativer

Markt- und Sozialforschung. BVM Berufsverband Deutscher Markt- und

Sozialforscher e.V. (Hrsg.). Berlin.

� Lamnek, Siegfried (2005): Gruppendiskussion. Theorie und Praxis.

2. Aufl., Weinheim.

� Mayring, Philipp (2002): Einführung in die qualitative Sozialforschung. Eine

Anleitung zum qualitativen Denken. 5. Aufl., Weinheim.

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DR. BRIGITTE HOLZHAUERW

WW

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LZ

HA

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I.DE

� The Holzhauerei (Dr. Brigitte Holzhauer)

offers market research and business

coaching - and best on issues involving both.

� As a market researcher, I have over 20 years

of professional experience and an excellent

base in qualitative and quantitative research

methodology as well as extensive industry

and project experiences.

� As a psychologist and business coach,

I consult clients to bring their strengths and

values together with the needs of their

markets and customers.

� In addition, I am a lecturer at the Deutsche

Universität für Weiterbildung (DUW, Berlin) for

market research & managerial statistics

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� MARKET RESEARCH

� Qualitative research: focus

groups, creative groups,

indepth interviews

� Quantitative research: survey

instruments, multivariate

statistical analysis

� BUSINESS COACHING

� Coaching: entrepreneur, start-

up, career coaching

� Consulting: target groups,

trends, innovations,

positioning

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