Focus group
A focus group is a qualitative research method that gathers a small group of individuals to share their opinions and insights about a specific product, issue, or topic. Typically composed of 5 to 10 participants with shared characteristics relevant to the discussion, focus groups aim to reflect a particular demographic. Moderators facilitate these sessions by asking open-ended questions and fostering an environment where participants feel comfortable expressing their thoughts. This method has roots in the post-World War II era, evolving alongside the rise of consumer culture and marketing practices. Today, focus groups are widely utilized by businesses and organizations across various sectors to gauge public opinion and enhance product development. While traditional in-person focus groups remain common, the advent of online sessions has introduced new dimensions, offering flexibility and cost-effectiveness, though some drawbacks are noted. Effective organization of a focus group involves careful planning, including defining research goals, selecting appropriate participants, and crafting insightful questions to elicit meaningful feedback. The insights gained can significantly inform marketing strategies and product designs, making focus groups a valuable tool in research and development.
Focus group
A focus group is a method of qualitative research in which a small group of people provides opinions and other information about a particular product or issue. The group is composed of people with some similar characteristics or interests so its members can serve as representative samples of a particular demographic, or section of society. During a focus group session, one or more moderators ask the group to answer questions or perform other tasks that help show members' attitudes, ideas, desires, and reactions. Businesses and other organizations use this information to learn more about public opinions toward new products, programs, and services. In modern times, focus groups have become a critical research tool for many organizations around the world.
Development and Uses
The focus group first developed in the years following World War II, as radio and television programs, advertising, and consumer culture became important factors in many people's daily lives. Companies sought a means of assessing public opinions toward specific programs or products to help them form marketing campaigns and design future offerings.
The first focus groups were known as focused interviews or group depth interviews but employed the same general processes as modern focus groups. Organizers selected groups of people who shared some similarity that related to the topic being researched. Then a moderator spoke to each group, creating a friendly and open environment and encouraging people to express their opinions freely. The organizers analyzed these opinions and other data for useful information about the demographic being represented.
In the decades since its introduction, the focus group has become a very common and influential feature of research. Many organizations and researchers in the United States and other countries employ the focus group strategy for gathering information, favoring it highly over other forms of consumer research. At the same time, the method continued to draw criticism, and some turned to other options deemed more reliable instead. Like other aspects of society, the concept has also experienced some evolution as advancements, particularly in technology, have been made. By the 2020s, accelerated, in part, by the physical limitations of the control measures put in place during the COVID-19 pandemic that began in 2020, there had been a growth in the use of online focus groups. While experts saw advantages, such as reduced costs, increased options in terms of people selected for the group, and greater flexibility, some also felt there were disadvantages to this format; many continued to use traditional focus groups or a combination of in-person and online.
Organizing a Focus Group
Organizing a focus group requires careful planning and starts long before the group session begins. The first step is determining the purpose and goals of the research: what topics will be discussed, which kinds of information are needed, who needs the information, and how the information will ultimately be used. Addressing these questions helps to customize the focus group to best suit the organizer's needs.
One of the most important steps in designing a focus group is to choose the best people for the group. Most focus groups contain five to ten members. Using fewer than five may limit the amount of information that can be produced by the group, and using more than ten can make the process cumbersome. The group members should be mostly homogeneous, or similar in certain important characteristics; for instance, a focus group discussing a new children's movie should be primarily young people. The group should feature some variation, though, to encourage more diverse perspectives among the members.
It is also crucially important to pick appropriate moderation for the group. The session moderator should be knowledgeable about the topics being discussed and the dynamics of working with groups. They should be able to make participants feel comfortable while keeping them on task, leading them smoothly from one question to the next. In many cases, it helps to have a second moderator serve as an assistant who records the session, takes notes, and provides backup when needed.
The last major preparation comes in developing questions to be discussed by the focus group. Experts recommend asking about five or six questions, which is enough to explore topics in depth without becoming overwhelming or repetitive. The most productive types of questions are open-ended, meaning they require explanations beyond simple "yes" or "no" answers. All the questions should be carefully designed to get the maximum information about the topic of the discussion but should be presented in a casual way that appears spontaneous. Moderators may want to include other activities with their questions, such as free association or role-playing exercises, which might help groups further communicate their feelings.
Conducting a Focus Group
When the focus group session begins, the moderator should open with a greeting and then try to engage group members in pleasant small talk. This not only helps participants feel at ease but also allows the moderator to get a preliminary sense of the participants' behaviors: which group members are more or less enthusiastic, informed, or prone to speaking their thoughts. Then the moderator should officially begin the session with a brief but honest description of the purpose of the study and its importance. They should also place some basic rules by reminding participants that respectful and attentive behavior is necessary for a successful session.
As the moderator begins asking questions, they may benefit from some helpful techniques. Pausing after a group member speaks can allow that member to add more information or allow another member to jump in with helpful follow-up information. Probing for more information is easily done by asking members to explain their answers or provide examples to support their assertions. Moderators should also try to involve all members of the group, even those less inclined to speak up, and avoid giving verbal or nonverbal cues that might unintentionally influence group members' reactions.
A typical focus group session may last one to two hours. After the session ends, the moderator(s) should gather the information gained during the session for further analysis. The group members' direct replies to questions are perhaps the most important, but indirect information can also be of significant value. Studying the group's mood, enthusiasm level, and body language can provide more data to the study. The findings of the focus group may then be used to help design new marketing angles, future products and services, and programs meant to appeal to the demographic.
Bibliography
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Given, Lisa M. 100 Questions (and Answers) about Qualitative Research. SAGE Publications, 2015.
Male, Steve. "Online Focus Groups: A Quick Guide." Logit, 24 June 2024, logitgroup.com/online-focus-groups/. Accessed 7 Nov. 2024.
Terlep, Sharon. "Focus Groups Fall Out of Favor." The Wall Street Journal, 18 Sept. 2016, www.wsj.com/articles/focus-groups-fall-out-of-favor-1474250702. Accessed 31 Oct. 2016.
"What Are Focus Groups?" Experience UX, www.experienceux.co.uk/faqs/what-are-focus-groups/. Accessed 7 Nov. 2024.
Zagonel, Anissa M., et al. "Shifting Focus: Collecting Focus Group Data Online." Ask IFAS, University of Florida, edis.ifas.ufl.edu/publication/WC413. Accessed 7 Nov. 2024.