Focus Group

Qualitative

What is a Focus Group?

A focus group is a method of qualitative research that involves bringing a small, diverse group of people together to discuss and provide feedback on a specific topic or product. The group is moderated by a trained facilitator who guides the discussion and prompts participants to share their thoughts, feelings, and opinions.

Focus groups are typically composed of 6 to 12 participants, who are selected based on their demographic characteristics or other specific criteria relevant to the research question. These groups are conducted in person or in virtual settings, and the discussions are usually audio or video recorded for later analysis.

Why do we run Focus Group?

Focus groups are commonly used for a variety of reasons, here are a few examples:

  1. Product development: Focus groups can be used to gather feedback on a new product or service idea from a diverse group of consumers. This can help organisations identify potential issues or concerns and make adjustments to the product or service before it is released.
  2. Advertising research: Focus groups can be used to test the effectiveness of an advertising campaign by gathering feedback on the messaging, imagery, and overall appeal of the campaign.
  3. Public policy research: Focus groups can be used to gather feedback and opinions on a particular policy or program before it is implemented. This can help policymakers to identify potential issues and make adjustments to the policy or program.
  4. Branding and positioning research: Focus groups can be used to gather feedback on a brand or company's image and reputation, which can inform strategies to improve the company's brand positioning
  5. Market Segmentation: Focus groups can be used to gather insights into the motivations, needs and wants of different market segments to inform product development and target marketing efforts.
  6. Concept testing: Focus groups can be used to test the appeal of a new product, concept or service idea, and gather feedback to inform further development.

Overall, focus groups can be a useful tool for gathering qualitative data and feedback on a wide range of topics, from product development and advertising to public policy and branding. The interactive nature of focus groups allows for an in-depth exploration of a topic, providing valuable insights and perspectives that can inform decision-making.

What type of Focus Group do we run?

We run a variety of focus group types, depending on the specific research question and goals of the project. Here are a few examples of focus group types that we may run:

  1. In-Person focus groups: These groups are conducted in a physical location, where participants come together to discuss a specific topic or product. These groups are often used when personal interaction is required, or when the topic is related to the physical environment.
  2. Virtual focus groups: These groups are conducted online, using video conferencing platforms. They can be useful for reaching participants in different locations, or when in-person interactions are not possible.
  3. Multi-cultural focus groups: This type of focus group is specially designed to include participants from different cultural backgrounds to gain insights into how culture shapes their perceptions and experiences.
  4. Homogenous focus groups: this type of focus group, is composed of participants with specific characteristics or common experiences to focus on a specific topic that relates to them.
  5. Online bulletin board focus groups: These are conducted over an extended period of time, and participants can log in at their convenience to share their thoughts, feelings, and opinions on a specific topic or product.

All of these focus group types can be used to gather qualitative data and feedback on a wide range of topics. Advanguart will recommend the focus group type that best suits the research objectives and goals, and we will use a combination of methods to triangulate data, thus increasing the validity of the research.

What are the benefits of running a Focus Group Workshop?

There are many benefits of running focus group workshops, here are a few examples:

  1. Increased understanding of the target population: Focus group workshops allow teams to gain a deeper understanding of their target population by listening to their thoughts, feelings, and opinions on a specific topic or product.
  2. Improved problem-solving skills: Workshops help teams to develop the skills they need to identify problems, generate solutions, and take action based on the feedback received from focus groups.
  3. Increased collaboration and teamwork: Focus group workshops foster collaboration and teamwork, as teams work together to analyse data, identify insights, and plan for action.
  4. Improved communication and storytelling: Workshops teach teams how to communicate the findings from the focus group research to different stakeholders in the organisation in a way that is easy to understand and compelling.
  5. Greater sense of ownership and commitment: Workshops involve team members in the research process, which can increase their sense of ownership and commitment to implementing the recommendations and insights from the focus groups.
  6. Opportunity to observe nonverbal behaviour: Focus groups provide an opportunity to observe participants' nonverbal behaviour and body language which can provide additional insights into their thoughts and feelings.
  7. Cost-effective and time-efficient: Focus groups provide qualitative data and insights in a cost-effective and time-efficient manner as it allows gathering feedback from multiple participants at once.

Overall, focus group workshops can help organisations to better understand their target population, improve problem-solving skills, and drive meaningful improvements to their business by gathering valuable feedback.

What deliverables will the Focus Group Workshop produce?

The deliverables from a focus group workshop will vary depending on the specific goals and objectives of the research project, but some common deliverables that may be produced include:

  1. Research report: A comprehensive report detailing the findings of the focus group research, including key insights, recommendations, and actionable items.
  2. Transcribed interviews and observations: A written record of the focus group discussion, which can be used to supplement the research report and provide additional context.
  3. Data visualisation: A visual representation of the data, showcasing the research findings and allowing for easy data exploration and analysis
  4. Action plan: A detailed plan outlining the steps that the organisation will take to implement the recommendations and insights from the focus group research.
  5. Presentation or summary of findings: A summary of the research findings that can be used to communicate the insights to different stakeholders in the organisation.
  6. Training materials and manual: a document that contains step by step guide for conducting focus group research.

All of these deliverables are created to help the organisation understand the research insights, how to apply them, and communicate the findings. Additionally, focus group research can provide valuable qualitative insights and feedback that can inform product development, advertising, public policy, branding and positioning, and more.