Focus group discussions is one of the most common methods for carrying out a business research. It is a very effective and efficient method to obtain an in-depth analysis of a specific product or service especially a new venture or product.
A focus group discussion generally comprises of 8 to 12 respondents who in an interactive session express their individual perspectives and feedbacks about the concerned product or service, led by a skilled moderator.
- It is one of the most unbiased techniques of collecting data, because the respondents freely communicate their concerns.
- Focus group discussions is best suited for conducting a qualitative research because it revealsan abundance of facts for an in-depth evaluation and extensive research.
- Focus group technique provides thoughtful information pertaining to the attributes and attitudes of people towards a particular product or service.
Significance of Focus Group Discussions in the World of Marketing
In the field of marketing specifically, focus group discussion is considered an immensely helpful technique for collecting feedbacks and suggesting from target customers, and other related users of a particular product or service. Focus group recruitment India is today an emerging and preferred option by many organisations to conduct qualitative research.
Focus groups are usually more beneficial in an initial phase of product development. Here, it guides the organisations towards the important aspects of their products or services, like potential market, usefulness of the product or service and demand in the target market. They also direct an organisation towards the central factors to be kept in mind while formulating a marketing strategy.
Do’s and Don’ts of a Focus Group Discussion
Listed below are some simple tips to be kept in mind for a productive focus group discussion:
- A moderator of any focus group discussion is a key element of the discussion. A good moderator should collect maximum inputs from maximum respondents within the stipulated time.
- An ideal time limit for any successful focus group discussion is 45 to 90 minutes. Beyond this, most discussions are not productive.
- A focus group discussion should have a pre-determined set of questions and enquiries, but the discussion should also be free flowing at the same time. 12 is the maximum and 8 is the ideal number of question.
- or four focus groups are required to generate valid and fruitful results on any one topic.
- A focus group should not be treated as any sort of debate, group therapy or a conflict resolution session.
Types of Focus Group Discussions
- Two-way focus groups
- Online focus groups
- Tele-conference focus groups
- Dual moderator focus group
- Client participant focus groups
- Respondent moderator focus group
At Impetus Research, we have an expert team for focus group recruitment India, which is driven towards conducting very productive group discussions across nations.