When sessions are observed by members of a client organisation, a focus group can provide invaluable insight into who their audience really is. The format of a focus group session can be replicated to some extent and can therefore be taken around various geographical regions to provide high numbers of participants and a good spread of demographics. Advantages of focus groupsįocus groups provide a valuable method to gather customer feedback and opinion on different ideas and concepts. At times the moderator will need to introduce projective techniques and role-play into a session to uncover deeper attitudes and opinions. Moderators need to be skilled in managing and guiding a group without influencing the course of a discussion too much. They can be used early in the product lifecycle to explore options and formulate new ideas, or they can be used later in the process to validate concepts and even choose between prototypes and different designs before launch.įocus groups require an experienced moderator to guide discussions and to encourage participants to get involved. In this context, a focus group can be used to test out ideas and gather opinion on whether the idea will be liked or needed by the target audience.įocus groups are fairly widespread and appear to be an accepted form of research for many organisations. A company may use a focus group to gather customer feedback on a new product or service before they decide to take the concept into development. What are the aims? When or why is it used?įocus groups are used in traditional market research to gather target audience opinions and attitudes about certain products, services or concepts. Typically, a focus group will last around an hour and a half and will sometimes be observed by researchers and members of a wider project team using a one-way mirror. Before running a focus group, the facilitator will design a discussion guide to ensure the participants cover topics which are of interest to the researchers. Each participant is chosen after filling in a screener questionnaire, which allows the researcher to ensure a good mix of people represents the target audience for the project. A focus group is a moderated discussion group of anywhere from 6 to 10 participants.
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