Focus Groups
A traditional focus group consists of 8-10 respondents and lasts for a period of 90-120 minutes. Sometimes there is no substitute for seeing and hearing your target market up close and personal.
Also, the dynamics of group interaction can uncover some previously unidentified issues related to the topic or some ideas for new products, services or solutions to problems.
They are ideal for:
- Exploratory work (e.g., understanding a new customer segment, exploring a new category, discovering consumer language)
- Concept development
- Evaluating product prototypes that require handling, tasting, or physical interaction
- Informing the development of a quantitative survey (e.g., language, topics), or as a follow-up to quantitative survey to better understand reasons behind behaviors, perceptions or opinion.
We often give respondents a homework assignment prior to their group to prime them for the session (e.g., visit a store, keep a journal or video diary for a week, ponder some issues to be discussed, take some photos, create a collage about the topic). During the group, we may use a variety of group and individual activities to maximize participation and keep the energy flowing. We also have a toolbox of techniques from our years of moderating experience that assist us in getting below the surface answers.
Focus groups can also be conducted online via web cam, which typically are comprised of 4-5 respondents and last 60 – 90 minutes. This method offers many of the advantages of in-person groups as well as the benefits of:
- Enabling respondents to participate from the comfort of their own environment (e.g., home, office)
- Including respondents from a variety of geographic areas (including rural ones)
- The moderator and viewers being able to see respondents’ non-verbal cues
- Respondents being able to do a “show and tell” of an item from their home or office
- Viewers can communicate with the moderator or other viewers in different locations via text boxes (e.g., probing questions) while the group is taking place
- Not requiring any travel for respondents, viewers or moderator
