Focus group
16 October 2009 - 15:57
Focus group (or focal group) is a method or forms to collect necessary information for an investigation, that it consists of reuniting to a small group of people (generally of 6 to 12 people) with the purpose of to interview them and to generate a discussion around a product, service, idea, publicity, etc.
Focus group usually is directed by a moderator who makes questions and generates the discussion about or product who investigates themselves (with the hope of which the participants express genuine ideas and feelings), at the same time as he guides the interview or discussion, and avoids that this one turns aside of the subject or product to investigate.
This technique usually is realized in an ample room and comfortable, so that the participants feel relaxed and their answers are authentic; and usually it is realized in a calm atmosphere, but something informal, so that the participants feel stimulated to participate.
Other characteristics of focus group is that this one usually lasts between 1 to 2 hours, usually is pleased a small sum of money to the participants by its attendance, usually records the session to be able to analyze it later and, generally, the session is observed by the investigators through a unidirectional glass.
In order to be able to use this technique, in the first place we must determine our objective or reason of investigation and, secondly, to determine the information that we are going to need, which allows us to fulfill our objective.
An example of the use of this technique could consist of summoning a small group of consumers who conform our objective public, and making try or to give them them so that they examine a new product, to observe its behaviors and reactions before the new product and, later, to request its opinion, suggestions and commentaries to them, and to do the questions to him that allow to determine the feasibility us of sending the new product to the market.
Another simple example of the use of this technique could consist and reunite a small group of consumers and make with them a rain of ideas, with the purpose of to be able to find a good idea of business.
The advantage to use the technique of focus group is that it allows us to obtain an ample variety of information on ideas, opinions, emotions, attitudes and motivations of the participants.
The disadvantage is that this technique uses an aliquot, reason why the results could not be generalized and, in addition, the answers of the participants could be influenced by the general opinion of the group. Reason why always he is recommendable to use this technique along with other techniques of investigation.
Image: Bill McIntyre
Labels: Concepts, Study of market, Marketing
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