Focus Groups

Focus group interviews are another popular market research method. Focus groups typically consist of 10-12 people who, based on screening, are of interest to the interviewer for some specific research objective. For example, if a manufacturer of widgets is trying to expand sales into households that “could, but do not currently use widgets”, the focus group would likely be composed of household members that fit this description—potential but not current users.

These group interview sessions are typically conducted in special facilities constructed for this purpose. The facility is usually in a safe and convenient location with ample parking. The room where the group interview is conducted often has a one-way mirror at one end, and a large table in the center where the respondents are seated. The one-way mirror connects with a soundproof viewing room where other researchers and clients view and listen. Sessions are often video or audio taped for later analysis. The sessions are conducted by a trained researcher who acts as the moderator. Sessions often last one or two hours, and respondents are offered payment for their participation.

Unlike one-on-one in-depth interviews, researchers are not only looking for one person’s opinion, but also the interaction within a group of users/potential users. Differences in opinion are particularly useful where new products or concepts are being discussed. This brainstorming often leads to a vastly improved product or service, because the users are defining the specifications.

Focus groups are not an end-all to market research. They have some very specific limitations. For example, three focus groups on the same topic can provide at most 30-40 somewhat independent opinions about a subject. This is qualitative information, not what you would use to model market share or to make major financial decisions. Focus group results require additional quantitative research for validation.

Focus groups are best used for testing things like advertising concepts, new product ideas, and political platforms. You can count on Sterling’s trained moderators to help ensure your focus groups are properly executed. With the help of our project staff, you can then take concepts and ideas into quantification studies.