The document discusses focus groups, which involve 8-12 participants that are homogeneous in terms of demographics. The purpose is to gain insights from the target market. A moderator leads a 1.5-2 hour discussion in a relaxed environment while recording information. Advantages include obtaining a wide range of information from interactions between participants, while disadvantages include potential for bias and lack of generalizability to the overall population.

1. FOCUS GROUPFOCUS GROUP

2. PurposePurpose
 To gain insights from the appropriateTo gain insights from the appropriate
target markettarget market

3. MembersMembers
 8 – 128 – 12
 homogeneous in terms of demographichomogeneous in terms of demographic
and socio-economic characteristics.and socio-economic characteristics.
 Experienced with the issueExperienced with the issue
 Have not participated in many focusHave not participated in many focus
groups.groups.

4. Other CharacteristicsOther Characteristics
 Relaxed environmentRelaxed environment
 1.5 – 2 hours1.5 – 2 hours
 Record all information including facialRecord all information including facial
expression and body languageexpression and body language
 Have a moderator to lead the discussionHave a moderator to lead the discussion

5. Qualifications of a moderatorQualifications of a moderator
 Detached but kindDetached but kind
 Alert to signs that the group is disintegratingAlert to signs that the group is disintegrating
 Stimulate interactionStimulate interaction
 Encourage respondents to be more specific aboutEncourage respondents to be more specific about
generalized commentsgeneralized comments
 Encourage unresponsive respondents toEncourage unresponsive respondents to
participate.participate.
 Flexible – able to alter the planned outlineFlexible – able to alter the planned outline
according to the situationaccording to the situation
 Guide the discussion at an intelligent as well asGuide the discussion at an intelligent as well as
emotional level.emotional level.

6. StepsSteps
1)1) Specify objectivesSpecify objectives
2)2) State questions to be answeredState questions to be answered
3)3) Screening questions – on familiarity andScreening questions – on familiarity and
knowledge of the subject matter, usageknowledge of the subject matter, usage
behavior, attitude and participation in focusbehavior, attitude and participation in focus
groups and demographic characteristicsgroups and demographic characteristics
4)4) Develop the moderator’s outline – moderatorDevelop the moderator’s outline – moderator
must understand the clients business, focusmust understand the clients business, focus
group objectives and how the findings will begroup objectives and how the findings will be
used.used.
5)5) Conduct the focus group.Conduct the focus group.
6)6) Review tapes and analyze dataReview tapes and analyze data
7)7) Summarize findings and plan follow-upSummarize findings and plan follow-up
research or action.research or action.

7. AdvantagesAdvantages
 Synergism – wider range of informationSynergism – wider range of information
 Snowballing – One person’s commentsSnowballing – One person’s comments
triggers a response from another person.triggers a response from another person.
 Stimulated – excitement increases in aStimulated – excitement increases in a
group.group.
 Security – participants feel moreSecurity – participants feel more
comfortable to answer in a group withcomfortable to answer in a group with
similar interests.similar interests.
 SpontaneitySpontaneity

8. AdvantagesAdvantages
 Serendipity – Ideas may arise out of theSerendipity – Ideas may arise out of the
blue.blue.
 Specialization – use of highly trainedSpecialization – use of highly trained
interviewer.interviewer.
 Flexibility in the topics coveredFlexibility in the topics covered
 Speed – many participants at one timeSpeed – many participants at one time

9. DisadvantagesDisadvantages
 Misuse – Some people consider theMisuse – Some people consider the
results as conclusive when it should beresults as conclusive when it should be
just exploratory.just exploratory.
 Misjudge – client and researcher bias.Misjudge – client and researcher bias.
 Difficult to moderateDifficult to moderate
 Difficult to code, analyze and interpret.Difficult to code, analyze and interpret.
 Not representative of the generalNot representative of the general
population and not projectable.population and not projectable.

10. DisadvantagesDisadvantages
 Misuse – Some people consider theMisuse – Some people consider the
results as conclusive when it should beresults as conclusive when it should be
just exploratory.just exploratory.
 Misjudge – client and researcher bias.Misjudge – client and researcher bias.
 Difficult to moderateDifficult to moderate
 Difficult to code, analyze and interpret.Difficult to code, analyze and interpret.
 Not representative of the generalNot representative of the general
population and not projectable.population and not projectable.