Focus Group
A focus group is a qualitative research method used for marketing research and product development. Typically, a group of 6-12 participants gathers to freely exchange opinions on a specific topic. The aim of a focus group is to deeply understand participants' opinions, emotions, behaviors, and motivations, thereby grasping consumer needs and preferences.
Features of Focus Groups
Interactive Discussion: Discussions are conducted in a group format, promoting exchange of opinions and interactions among participants.
Obtaining Deep Insights: In addition to answering questions, participants' emotions, reasons, and backgrounds are explored to gain deeper insights.
Role of the Moderator: An experienced moderator is required to facilitate smooth discussions. The moderator asks questions, organizes topics, and ensures everyone has a chance to speak.
Diverse Perspectives: Gathering participants with various backgrounds provides a range of perspectives and opinions.
Process of a Focus Group
Setting Objectives: Clearly define the purpose of the focus group and the information or answers desired from the research. For example, evaluating new products, reactions to advertising campaigns, consumer behavior patterns, etc.
Selecting Participants: Choose appropriate participants based on the research objectives. Selection is based on the target market or specific attributes (age, gender, income, interests, etc.).
Preparing the Moderator: Select an experienced moderator and share the research objectives and questions with them. The moderator's role is to elicit opinions from participants and keep the discussion lively.
Creating a Question Guide: Prepare a question guide to organize the flow of the discussion. Focus on open-ended questions that allow participants to freely express their opinions.
Conducting the Session: Conduct the focus group session, typically lasting 1-2 hours. Discussions are often recorded or videotaped.
Analyzing the Data: Analyze the information obtained during the session, extracting key themes, patterns, and insights. Transcribing the recorded content for analysis is also common.
Preparing the Report: Based on the analysis results, prepare a report containing insights and recommendations related to the research objectives. Clearly convey the research findings to clients and stakeholders.
Advantages of Focus Groups
Deep Understanding: Ability to delve deeply into participants' emotions and motivations, gaining qualitative insights.
Diverse Perspectives: Group discussions provide a variety of opinions and viewpoints.
Quick Feedback: Real-time exchange of opinions allows for rapid feedback.
Generation of New Ideas: The exchange of opinions among participants can lead to the emergence of new ideas and discoveries.
Limitations of Focus Groups
Sample Representativeness: Due to the small group size, results may not represent the opinions of the entire population.
Potential Bias: Opinions may be biased due to the influence of the moderator or other participants.
Cost and Time: Conducting focus groups involves recruiting participants, preparing the moderator, conducting sessions, and analyzing results, which requires time and cost.
Dominance of Certain Voices: If specific participants dominate the discussion, the opinions of others may not be fully reflected.
Summary
A focus group is a qualitative research method used in marketing research and product development to deeply understand participants' opinions and emotions. Through interactive discussions, it provides diverse perspectives and deep insights. The role of the moderator is crucial, and the creation of an appropriate question guide and selection of participants are key to success. The results of focus groups can be used to evaluate new products or improve marketing strategies, but attention must be paid to the risks of representativeness and bias.