Focus GroupsA Focus Group Interview is a relatively cheap and fast method of conducting qualitative market research, but it’s more than just a way to gather data from a number of respondents at the same time.

It involves a largely free-flowing, unstructured discussion by a group of people for the purpose of eliciting ideas or reactions to a topic such as service expectations. It is an effective qualitative method because as a group dynamic, it helps to stimulate ideas that might not be raised in a discussion with only one person.

Focus group interviews often simply called “groups” are group discussions:

  • The group normally has between 8 and 12 participants
  • The discussion lasts for up to two hours although an extended, several-hour long version is sometimes used
  • All participants get paid for participation, and the level of this compensation depends on the characteristic of the group
  • The discussion follows an agenda: a list of topics or areas to be covered
  • Often conducted at specialized facilities, where it is possible to audio and video tape and observe from behind a one-way mirror, which enable other researchers and clients’ representatives to observe the discussion without being visible
  • Participants are always aware of the possibility of being observed and need to agree to the recording
  • A professional moderator, using a carefully prepared topic guide, leads the discussion in order to develop useful information

Whether your goal is to expand into new markets, introduce a new product or service, or gauge customer reactions, even the smallest businesses can benefit from a simple but well-planned market research study. The choice of method, be it focus groups, depth interviews, telephone focus groups, or a combination varies depending on your information needs.

Roe Smithson & Asociados Ltda helps you understand your market, your customers, your competitors, and larger industry trends by means of specialized methods of market research and focus group in Chile.

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