Focus Groups, Tips For Conducting, Conducting Focus Group, Guide For Focus Group

Focus Group Discussions

What are focus groups?
Focus group discussions one of the most commonly used qualitative research techniques. They allow a small group of people to come together and share their views, under the guidance of the researcher. The sharing acts as a ‘brainstorming’ session, generating a wide range of views and reactions.

How are focus groups conducted?
Typically, a focus group comprises 7 - 8 people, who have been specifically screened to match set criteria - eg. Heavy users of a particular product, loyal customers of a specific brand. They may have similar demographic characteristics - for example, we would not generally mix upper and lower socioeconomic people in the same group. Discussions generally last around 2 hours, and are audiotaped, and sometimes videotaped for later analysis. The participants are ‘rewarded’ for their participation - generally with a monetary gift.

Focus group variations
Focus groups can vary by the objectives of the group, and the composition of the group. The examples below show how these can vary:

Harmony groups, where participants share a particular behaviour or attitude. These groups are ideal for investigating specific subjects in great detail.
Conflict groups, where the participants may be divided into two extreme groups, e.g. Holden and Ford lovers, or classical music and punk rock fans. These groups are ideal for investigating brand or product commitment, motivations behind consumer choice and related emotive aspects.
Mini-groups, where only three-four participants may be included. The more intimate nature of these groups makes them useful for highly personal subjects.
Community groups, where participants are most likely known to each other or share a common interest in the discussion’s outcomes. Examples include council ratepayer or employee consultation.
Internet groups, where group participants also have a PC connected to the internet, and complement their focus group discussions with related website evaluation.