Focus groups are a form of qualitative research that brings together small numbers of people to discuss a topic (such as reactions to a new product or service, or opinions about a client or a client’s competitors). The typical focus group consists of about 10 people who share common characteristics and experiences in relation to a topic. The group discusses the topic for about 1 ½ hours under the direction of a moderator. Focus groups involve:
- Identifying the research objectives
- Developing a moderator’s guide
- Holding the focus group meetings
- Analyzing and presenting the results
- Recruiting participants and arranging for an appropriate facility in which to hold the discussions
Organizations use focus groups as a qualitative marketing research methodology to understand how people make decisions about – and what factors influence – their use of products or services. Focus groups are an ideal marketing research methodology for:
- Conducting product testing
- Investigating new product or service ideas
- Understanding an organization’s brand image
- Gaining insights into purchasing decisions
- Testing advertising and marketing concepts and materials
- Identifying competitors’ perceived strengths and weaknesses
Besides focus groups, KRG conducts one-on-one interviews and in-depth interviews with industry experts or other relevant sources.
KRG can utilize Customer Advisory ePanelists for a much higher level of focus group recruitment.