A focus group discussion is a good way to gather together people from similar backgrounds or experiences to discuss a specific topic of interest.
we will gather respondents in sessions who have similar traits and characteristics. In this method, since the number of people in each session is between 8 and 10 people, you will witness intellectual challenges and people’s opinions, and also mental storm. Client representatives can watch the meetings in an inconspicuous way and record the observations and opinions of their respondents in this way.
This method has a complicated recruitment process and requires giving gifts to the invitees, and considering that each session will last between 2-3 hours, it can be said that this method requires spending money.
Focus groups allow for broader and deeper insights into the brand and related topics versus very precise and structured quantitative research studies. focus groups and other qualitative techniques are rich in detail and often provide surprises on what people may think of a product. This is quite different from quantitative surveys or studies which limit respondents to single-word or short phrase multiple choice responses. Focus groups also offer an opportunity to research small children who may not read well enough to complete surveys or questionnaires.
Advantages of Focus Group Discussions include the following:
⦁ Clarify and test pre-conceived notions and findings
⦁ Understand met and unmet needs
⦁ Hear customer feedback in their own words and voices
⦁ Uncover ideas and issues that initially may nay not have been considered – but are important to the customer
⦁ Discover the decision making process
⦁ Have the flexibility to dive deeper into issues that come up during the discussion
We use this method for evaluate the new product or service, evaluate the strengths and weaknesses of products and services, concept test, product packaging, price elasticity and pricing, test products including taste and smell, brand image, choosing tagline and logo, performance of brand and so on.
If you need a deep understanding of a specific group of professionals or if you need an in-depth understanding of your potential customers, this method is the most appropriate way to conduct the study.