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Market Research Group Dynamics

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Market Research Group Dynamics

Market research group dynamics is the term which refers to the level of interaction between groups during research. Group dynamics are usually best witnessed within a focus group.

A researcher is responsible of directing the discussion making sure respondents stay on topic. Dynamics are important as they can reveal who is the most dominant in the group and who prefers to remain anonymous in the security of the large group. A good group environment would support a varied discussion and encourage everyone to speak. Whereas, poor group dynamics make it difficult for a researcher to decide what people’s real opinions are. The researcher may also have to intervene to divert the conversation back to the specified topic area.

An example of negative group dynamics would be if a particularly forceful individual were to influence some of the group by stating that the local council should provide more parks within the area, opinions may change which could infect the group interaction. This could shed doubt on the validity of the research.

A positive example of group dynamics would be when discussion flows naturally, with each person speaking about whether there is a need for more parks and the benefits and detriments of creating more parks in the community.

Ideally nobody would interrupt and the researcher could pitch in with their questions.

Not only are market research group dynamics important in decision-making within a research project, they are becoming a lot more prevalent today as mass-consumerism is on the rise and it could be useful in discovering why some products are more popular than others for example particular mobile phones or tablets.

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