A focus group (focused group discussion) is a method of well-designed, qualitative research in which the group is interviewed by a moderator. It takes place in a dialog format between all group participants. The survey, or interview, is prepared in advance. A focus group script is created that lists the questions to be processed. In addition to the recorded ones, there are questions to the respondents to clarify their view and position. For up-to-date design trends as well as -the latest market research, visit our blog.
This method of marketing research is most often used to determine consumer preferences and personal attitudes towards a selected brand, product group or a specific product. It helps to determine the competitiveness of certain products. It provides information about consumer behavior, manifested in the frequency and reason for purchases, selection criteria. It helps to analyze the decision making mechanism in selecting and purchasing a product. It determines the consumer’s attitude to the appearance of the product and to advertising materials.
The possibility of using not only television, allowed to expand the possibilities of influencing the consumer.
Basic principles of the focus group method
The study method is designed for:
- Receiving;
- of familiarization;
- listening.
The method helps to determine:
- the importance of certain product/service features;
- vulnerable areas;
- contribute to the improvement of product properties and service delivery service.
In doing so, gain insight into perceptions, image, beliefs; familiarize themselves with the characteristics of choices; listen to comments, stories from their own consumption experiences, and suggestions for improvement.
Focus groups help to find out what is wrong with a product by describing possible ways of solving problems, help to find out the needs of consumers, but do not indicate the need to solve the problem.
Focus groups are categorized along these lines:
- duration (standard up to two hours and extended up to 3 hours);
- number of participants (standard groups – up to 10 people and mini groups – up to 4 people);
- the intended purpose of the research (to reveal factual information or to generate new ideas).
Advantages of the method:
- multifunctionality and flexibility;
- observation of the reaction of an individual respondent, the whole group and the dynamics of its formation;
- the possibility of using visualization.
Недостатки:
- the possible subjectivity of the focus group moderator influencing the opinion of the whole group;
- psychological characteristics of respondents (e.g., when researching the market for medicines, personal hygiene products);
- certain criteria when recruiting for the group.
Organization of the focus group
Before selecting survey participants, finding a moderator, renting a room, and other aspects of organizing focus groups, a firm in need of market research should make a list of objectives and questions of interest.
The research should reflect perceptions of the customer’s attitudes towards buying/using a particular product/service. A focus group explores the customer’s needs in order to improve the offer.
Purpose of focus groups:
- Determine what motivates a customer to use a product or service;
- To find out the attitude towards the proposal;
- highlight the positive and negative aspects of a product or service;
- possible options for improvement.
Creating a questionnaire for a focus group
In order to realize the set objectives it is necessary, first of all, to make a scenario of work with the participants.
A rough scenario for a focus group looks like this:
1. general issues:
- introduction;
- consumer preferences;
- have bought/are going to buy the product under study;
- What determines the choice of a particular product.
2. product/service:
- When you first saw the product/service, what attracted your attention? What justified the decision to use this particular product/service?
- Appearance of goods to attract attention. How would you characterize the goods that attract you and those that you ignore?
- Importance of familiarity with the brand before using the product, availability of new products, cost, description of the product/service, possibility of familiarization via the internet.
3. Companies:
- Name the product/service providers you know? Which of them have you made purchases from? Why?
- What companies offering this product/service do you know but have not purchased their products? What makes you make such a choice?
- Make a list of companies from which something has been bought / which the participants know.Compare them according to such parameters:
- product quality;
- ease of purchase;
- value proposition/sales incentives;
- quality service;
- reputation;
- pricing policy.
4. Comparison with competitors:
- Offer to compare products from the same group. To give time for familiarization. To listen to comments.
- Identifying the more attractive and less attractive product. Why is it a particular one? List attractive and not-so-attractive features.
- Is it possible to make a purchase decision based on the appearance of the product/word description of the service?
- What is the utility of the product/service?
- Is the product/service unique? How is it different from others? In what way is it manifested?
- What is your opinion of the option and product descriptions shown?
- What is your assessment of the product groups offered?
- What is your opinion on the pricing policy?
- Do you need additional information to make a purchase? What kind of information?
It is worth remembering that a script is a GPS navigator, not an instruction manual. Conducting focus groups is a creative process, while the script is designed to help the moderator and guide him/her in the research. An experienced moderator does not need a script at all. The conversation does not follow the prescribed points, but flows between the shores that the moderator creates according to the script.
After the study is completed, the company will learn a lot about the advantages of the product, but no less about the disadvantages. All this combined will allow the company to focus on eliminating shortcomings and omissions of the product/service itself, advertising campaign, appearance and other factors.
Selection for focus groups
In order to create a panel, you need to select respondents. They are the key people in the study, so it is important to take a responsible approach to this issue.
The most important assignment is to find a target audience of consumers who:
- take advantage of;
- used;
- want to use it, but they’re hesitant.
When looking for respondents, it is worth selecting people who have more or less similar views. It is important to select people who have more or less similar views when looking for respondents.
Although connecting respondents from different groups can be productive: youth and older generation, girls and guys.
This kind of research will help to generate a wide range to expand the company’s capabilities to meet the needs of potential consumers.
The use of respondents with diametrically opposed views or from different target segments is a good practice, but it makes it more difficult to determine about a particular segment.
For best results, it is worth conducting at least two focus groups for each type of consumer. Ideally, participants with the same characteristics should give different opinions. And to conclude, it is necessary to determine why similar psychological and social types gave different answers.
How to write a questionnaire correctly: professional selection
To select the right consumers for the study, a brief questionnaire is provided from a moderator who is authorized to conduct the study.
The selection questionnaire looks something like this:
Good afternoon/evening. My name is Ivan Ivanovich. I am a representative of XXX company, which organizes market research. We want to conduct a survey of consumers who are interested in buying a product/service (public opinion survey about the product). Please take some time to answer the questions. Thank you.
Please tell me, do you/anyone in your family not work in the sale or production of goods/services?
For the study, it is worth screening out those who work on the creation or in sales of the goods or services being researched about.
Have you participated in similar surveys conducted by the company in the last six months?
It is not a good idea to take respondents who have not participated in focus groups recently, as they may be over-informed, which skews the results.
Most often, screening begins with a series of questions to establish the demographic characteristics of respondents and to properly frame them into target groups.
Moderator: personal qualities and professional responsibilities
When planning a marketing survey, it is necessary to find a suitable presenter. It depends on the type of product or service, the interviewed respondents.
The moderator does not express his own opinion, does not try to change anyone’s mind. He is neutral and impartial. He only wants answers and opinions of respondents.
If a participant feels that the presenter has a different position or feels that the presenter considers his or her opinion second-rate, he or she will close up like the flaps of a shell and an adequate point of view will be difficult to recognize.
As the research progresses, the moderator should minimize group work. The focus group leader should emphasize individual tasks that allow for better identification of the essence of the problem.
Summarizing
Conducting focus groups is useful in terms of identifying the nature of the problem and possible solutions.
Marketing research provides an opportunity to learn about a product’s consumer properties, appearance, and functionality.
The data obtained from the study helps:
- develop a range of products;
- choose the best product packaging design;
- to increase competitiveness;
- Determine the ratio of production costs to final value;
- investigate the optimality of consumer revenues and costs.
Check out our blog for research conducted by KOLORO Agency marketers.
Marketing research or labyrinths of market activities
Marketing research is used to solve certain problems faced by a product in the market. And the main thing for the research is the market. When studying it, data on trends, development processes, sales dynamics are used.
Marketing research follows a certain path of progression:
- Gathering information to define the problem;
- A description of the selected factors that can influence the state of the problem;
- verification of information about the existence of cause and effect relationships;
- screening out unpromising solutions;
- predicting the correctness of the realized solution to the problem.
The study uses information about:
- consumers,
- competitors,
- markets,
- pricing,
- merchandising,
- sales incentive opportunities.
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