In 1991, marketing and psychology expert Ernest Dichter coined the term “ focus group .” The term described meetings held with a limited group of participants for the purpose of discussion.
Focus groups are still one of the most widely used research methods today , especially when it comes to qualitative research. They are often used because of the simplicity of this technique, which allows us to quickly find out what our clients think about the subject of study in question.
This methodology must be carried out precisely to honduras phone number achieve the desired results. To do so, it is also necessary that its members actively participate, so that they can provide you with all the information, for example, about what motivates them to buy your product, or about their tastes or preferences regarding a particular service or brand.
Let's learn more about what focus groups are and how to conduct them.
Article content
What is a focus group?
Characteristics of a Focus Group
Types of focus groups
Benefits of a focus group
How to conduct a focus group?
What sampling methods can you use in a focus group?
How to encourage participation in a focus group?
From traditional focus group to online focus group
How to create a focus group in QuestionPro?
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What is a focus group?
A focus group is a diverse group of people carefully selected to participate in a guided debate on a given topic, and who contribute to open discussions for research.
A focus group is a representation of the general population that is intended to be targeted. In market research , it can be implemented to analyze new products, feature updates, or other topics of interest to generalize the reaction of the entire population.
Focus group research includes a moderator. Their job is to ensure the legitimacy of the results and reduce bias in the discussions.
Focus group is used in qualitative research . A group of 6 to 10 people, usually 8, meet to explore and discuss a topic, such as a new product. The group shares their comments, opinions, knowledge and views on the topic in question.
Participants openly share their opinions and are free to convince others of their ideas. The facilitator takes notes on the debate and the opinions of the group members.
Group members influence the results of the research, so it is essential to be demanding when selecting them.
Focus groups have a clear advantage over other market research methods . They take advantage of the moderator's communication with the participants and the flexibility to move the discussion forward. They allow for the extraction of meaningful ideas and opinions.
The goal of a focus group is not to reach a consensus or agreement on the topic. Instead, it seeks to identify and understand customer perceptions about a brand, product or service.