In 1937 the Office of Radio Research at Princeton University decided to study the impact of media and communication on consumers. To do this, they ran focused interviews that later morphed into focus groups as we use them today.
If used correctly, focus groups are a great research tool. So keep reading to find out more about focus groups and how they work.
When to Use a Focus Group
People use focus groups to get a better understanding of their customers. A focus group gives researchers insight into what the customer thinks and feels when it comes to current or prospective products, services, or ideas. Focus group research is a critical part of product development.
A focus group has defined goals, researchers don’t just enter a focus group and start asking questions. For example, a focus group might be used to find out what can be done to improve the customer experience. The questions asked in the group will focus on how the customers perceived the customer experience, what they would change, and if they feel that their needs were met.
The data gathered from the focus group will then be used to improve the customer experience.
What Is the Purpose of a Focus Group?
Focus group research is used to improve the quality of products or services. The main goal of a focus group is to compile data from key customer groups to ensure that the products or services are performing to the highest standard.
A focus group is only successful and useful if the right information is gathered. This is why it’s important to clearly define an objective before starting the group.
How Many People Should Participate in a Focus Group?
When you put a focus group together you need to make sure you’re getting as many different ideas and perspectives as possible. If you have too few participants you won’t get a broad range of answers, but if the group is too big you won’t get ideas from all the participants. When it comes to focus groups, more is not necessarily better.
Generally speaking, a group of eight to ten people is ideal for research purposes. When picking people for a focus group you need to make sure they are familiar with the product or service. You also need to make sure the group represents the target market.
Larger groups need a strong moderator to facilitate the focus group. If the moderator keeps everyone in line and on track then larger groups shouldn’t be an issue and you’ll get more answers.
When picking people for a focus group you need to make sure they are familiar with the product or service.
For the best results, three or four focus groups should be done to get a good mix of answers and perspectives.
Focus Groups Made Easy
When it comes to focus groups you need a strong moderator and defined goals. You need to know what issues you’re tackling but also allow discussions within the group to flow naturally. If done correctly, focus groups are a great market research tool.
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