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Focus Group Marketing Research

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Focus Group Marketing Research

Focus group marketing research is a type of qualitative research designed to gain a thorough insight into the viewpoints of a certain profile of respondents on a particular topic.

Typically 6-8 members of the same profile are recruited into focus groups in marketing research, and are then encouraged to discuss a specific subject. The focus groups tend to last for between one and two hours, allowing enough time for valuable insight to the gained from the intensive discussion.

The group is led by a moderator whose job it is to guide the group through the discussion, ensuring it remains on topic and relevant. The moderator will use a discussion guide to aid his/her work, but is free to allow the group discussion to lead down interesting avenues that were not previously predicted. Often, stimuli are used in marketing research focus groups in order to prompt greater input from the participants, and can be used to see their responses to particular ideas such as new products, schemes or advertisements.

Focus Group marketing research is an excellent way to gain an in-depth insight into the emotional motives of particular groups. This can then be used on its own, or combined with quantitative data to provide clients with great insight to determine their strategy.

Focus group marketing research can be potentially more valuable than individual interviews, as the group interaction can provide a unique dynamism to the discussion, and allow for greater clarification of the respondents’ views. However, it may be difficult to solicit responses in a focus group setting if the research is about a particuarly personal, or potentially embarrassing topic, for instance.

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