DESCRIPTION

Focus group research is the most frequently used method of qualitative research. It consists of a skilled moderator who leads eight to ten people in a discussion of a topic of particular interest to a client organization. The participants in the group have some common characteristics that relate to the topic discussed in the group.

Focus groups are usually conducted in pairs; the second group serving to validate the first and to identify any anomalies that may have existed in the first group.

USE

New products/services: Discussions with consumers about their reactions to an existing product (or category of products) will stimulate new product ideas.

Identifying new uses for existing products/services: Learning how consumers use products/services can stimulate thoughts on repositioning, entering new categories with the same product, or developing line extensions.

Pinpointing problem areas: Discussions of buying habits, competitor's products, and/or changing lifestyles can identify red flags for further research and development.

Screening alternatives: Consumers can help screen an array of new product concepts, advertising concepts, promotion ideas, price structures, brand/company names, etc. Additionally, they can help develop an ideal concept based upon a combination of attributes or factors from a selected list.

Input into quantitative market research: Focus groups can provide information to the researcher early in the questionnaire development process that will result in the development of a more effective quantitative instrument.

Internal marketing: Focus groups are used to probe problems or opportunities among key employees, e.g. sales force, production-processing, marketing department, board of directors, etc., specifically for problem solving, identifying barriers for delivering service to internal customers and/or embracing new ideas

PREPARING FOR THE GROUP DISCUSSION

Step 1: Define the situation - outline the primary purpose, describe how the information obtained will be used, describe the types of people who should be included in the focus groups, and designate a budget.

Step 2: Select a moderator - solicit proposals from experienced moderators to insure that each moderator understands the objectives, commits to a specific timetable and estimated costs and demonstrates their capability of grasping the issues and putting them succinctly in writing.

Step 3: Define the parameters of the group - determine specific characteristics of respondents to be included in the groups. Once these are defined, the moderator will prepare a "screener", or questionnaire, to be used by a professional field service firm to screen and recruit participants (known as "respondents") by telephone.

Step 4: Develop a discussion guide - The discussion guide is a document used by the moderator during the focus group to insure that all relevant issues are addressed; it is also used as an outline for the development of the focus group report. The client generally submits a list of key issues to the moderator who then prepares the discussion guide in a format conducive to free flowing discussion in the appropriate order.

COSTS

For overall budgeting purposes, $4,000 - $4,500 per group is a national average. Three costs are involved in conducting focus groups, all of which are generally included in a total proposal from the moderator.

TIMING

An ideal timetable is to allow two weeks for recruiting respondents, which includes telephone recruiting, issuing invitations and conducting reminder calls the evening before the groups.

The moderator generally allows two weeks for preparation of the final report, which involves a review of the audio-tapes, and development of a final report of key findings and recommendations for specific actions.