What does focus group mean? What value can this group add to research?

Focus groups

 

= Focus group combines elements of both observation and interviewing, and it is an interview with a gathering of8 to12 people, but uses group interaction to generate data and insights that would be unlikely to emerge in individual interviews.

 

= It is originally used as a market research tool to learn the appeal of various products; by getting an insight into new product lines or product features. The focus group method has been adopted in other fields as a way to gather data on a given topic.  Market research can cost anything from $20,000 (for a couple of focus groups, for example) to $150,000 or more (for a wide ranging study incorporating focus groups and quantitative research).

 

= Focus groups uses in New Product development can be presented in:

§     Idea Generation is often called the "NPD" of the NPD process; in which ideas for new products can be obtained from basic research using a SWOT analysis (Strengths, Weaknesses, Opportunities & Threats), and focus group works on in-depth understanding of that new product.

§     Beta Testing and Market Testing that are purposed to produce a physical prototype or mock-up, and test the product (and its packaging) in typical usage situations. Focus group role is in conducting customer interviews or introducing at trade show in order to make adjustments where necessary.

 

= Focus groups participants must be selected with care so that they are representative of the wider sample of individuals who were intended to be reached by the program.

 

= Focus groups are often used in the pilot phase of a study to provide an idea of likely outcomes, followed up with a larger-scale approach to evaluation using, for example, a survey:

§     It is important to determine which method of collecting and analyzing data will be most useful and feasible. In some cases, particularly where large numbers of respondents need to be reached, surveys may be most appropriate. In others, interviews or focus groups are more useful.

 

= Research in the social sciences is a diverse topic. In part, this is because the social sciences represent a wide variety of disciplines, including (but not limited to) psychology, sociology, political science, anthropology, communication, education, management, and economics. Further, within each discipline, researchers can use a number of different methods to conduct research, and focus groups can be one of those methods.

 

= At Qualitative findings:

§     Where responses were not given as numbers or values, other ways must be found to identify common themes and groupings.

§     When qualitative data have been collected, interpretation is more difficult. Here, it is important to group similar responses into categories and identify common patterns that can help derive meaning from what may seem unrelated and diffuse responses.

  

§     This is particularly important when trying to assess the outcomes of focus groups and interviews. For example, results of focus groups can be reported as quotes, and consolidated into groups of similar responses or categories.

§     In-Depth Interviews is an example of qualitative data, and include both individual interviews (e.g., one-on-one) as well as "group" interviews (including focus groups). The data can be recorded in a wide variety of ways including stenography, audio recording, video recording or written notes. In depth interviews differ from direct observation primarily in the nature of the interaction.

 

§     In a comparison between focus group and group administered questionnaire, each respondent in the group administered questionnaire is handed an instrument and asked to complete it while in the room. While in the group interview or focus group, the interviewer facilitates the session. People work as a group, listening to each other's comments and answering the questions. Someone takes notes for the entire group -- people don't complete an interview individually.

§     Although we have the capability to record a respondent in audio and/or video, most interview methodologists don't think it's a good idea. It is increasingly common to be told that your conversation may be recorded during a phone interview. And most focus group methodologies use unobtrusive recording equipment to capture what's being said.

 

= However, innovations that require potential users to try something new (which is likely to involve a change in mental attitudes) are difficult to research, given that potential buyers or users – when asked in an interview or focus group – cannot be expected to imagine using a product and to then state how likely they would be to buy it, or to state how much they would pay for it, without sufficient time to fully consider the product, or possibly trial it in the environment in which the product would be used.

Focus group usually refer to a group of usually10 or fewer individuals.
The group usually consists of volunteers gathered to discuss a particular product or idea.
They are asked a series of questions or are given statements to which they freely share their opinions, ideas and reactions.
They may also be asked to try a new product or sometimes react to a particular show or film they have just viewed.
All their responses are viewed and studied to measure the reaction of the larger market population.
Focus groups are usually tools used by the advertising industry to measure the potential impact of a new product.
As far as advantages are concerned-A focus group is a useful method that can be used to measure the reaction of customers to a company’s new product or to the company’s strategies.
According to Program Evaluation.org, focus groups usually provide immediate ideas for the improvement of particular products or concepts.
They also help identify the product requirements of end-user as well as the other needs not addressed by the company and its competitors.
In addition, focus groups provide insights on the current position of the company’s competitors in the mind of the customer, as well as measuring the reaction of customers to a product’s design, packaging, price and message....IT CAN HELP REAEARCHER TO EASILY MEASURE CUSTOMER REACTION..