Focus Groups

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Focus Groups

Focus groups are a superb strategy for answering “why” questions – delving more in-depth into the purchaser’s inspirations and dynamic buying habits. These focus groups can be live stream if clients cannot travel, particularly when there are geological or time constraints. In-person focus groups are ideal for finding out particulars about a certain product or getting insights into a new product. The advantage of conducting a focus group, triad, or a one on one discussion is the ability to get more exact conversations face to face in understanding the respondents. An in-person focus group can accommodate as little as 2 respondents and up to 12 around a focus group table. Focus group sessions can last somewhere in the range of 60 minutes up to 3 hours, depending on the topic and length of the discussion. The group discussions can contain a brainstorming exercise or tasks that require the group to complete within the time of the study. The task or homework done for a focus group is to get someone’s viewpoints about the idea or concept. A focus group conversation over a product or idea helps gather respondents’ thoughts, which helps further the conversation in a more prominent broadness of thoughts. The focus group sessions are recorded, allowing the researchers/clients to go back and view participants’ conversations and reactions and any activities that are conducted during the session. During the focus group, a moderator leads with a projective narrative of questions to help the flow of the conversation. This helps get individual responses from each person. Hence, individuals are not one-sided and influence by others’ thoughts and answers in their reactions. The moderator can inquire for more information in depth when there is a non-verbal answer or not a full answer response. The moderator is there to encourage the discussion for a more personal human experience rather than over a computer monitor. Clients can watch in real-time thru a one-way mirror to see respondents’ facial reactions and responses to the brands or ideas in real-time. Since respondents are in the room together around a round table, their answers are a rich information source and fed off the conversation in a whole group discussion on other people’s reactions. Overall, focus groups allow clients the opportunity to see a live discussion in real-time on information that matters most.