- Focus groups are another primary research method commonly used to collect data in marketing research.
- They involve a group of people (usually 6-10) who are brought together to discuss a particular topic or product.
- A moderator leads the discussion and prompts the participants with questions, allowing for open-ended and in-depth responses.
Some features of focus groups include:
- Small and diverse groups of people
- Opportunity for interaction and discussion among participants
- Responses can be recorded and analyzed in real-time
- Can provide in-depth insights into consumer attitudes, opinions and behaviours
- Often used for product testing, market segmentation, and brand positioning research
Focus groups are appropriate in situations where:
- There is a need for qualitative data that can provide in-depth insights and perspectives
- The research topic is complex and requires discussion and exploration
- There is a need for feedback on a product or service before launch
- The target audience is homogeneous and specific
Benefits of focus groups include:
- Provides rich and detailed data that can uncover hidden perceptions and opinions
- Can reveal group dynamics and consensus on a topic
- Can generate new ideas and concepts
- Helps in refining marketing strategies and tactics
- Cost-effective way to collect data from a group of people
Drawbacks of focus groups:
- Findings may not be representative of the larger population
- Group dynamics may influence individual responses
- Limited number of participants may not provide a comprehensive view
- Potential for participants to provide socially desirable responses
- Moderation skills are essential to ensure that the discussion stays on track and objectives are met.
