Focus groups are formal, structured events where you directly interact with users, asking them to voice their opinions and experiences regarding a website.
In a focus group, respondents (normally between 8-10 people) are gathered together in order to gauge their responses to specific stimuli. Groups are guided by a research moderator who often uses a topic guide to control the discussion to ensure it meets the initial research objectives. The data generated is probably most applicable to exploratory work. The technique falls under the broad category of qualitative research.
A meeting of a specific contingent of a population with researchers with the objective of gaining insight from a given perspective. For example, the IDPH research focus groups consisted of a population sample (i.e., doctors) and several researchers. Researchers ask specific questions intended to foster discussion among participants. Focus group meetings are recorded and later, ideas that were uncovered are used as a starting point for further investigation.
led by a moderator who collects qualitative data from eight to fifteen individuals who respond to open-ended questions (p. 144)
A group-based method of data collection that uses a set of questions that are designed to focus the thinking of group members on some set of issues.
and INTERVIEWS: An interviewer asks questions of either an individual or a group. The questions are designed to obtain in-depth responses. These methods work well if all the possible answers to a question are not known or if one wishes to surface potential issues. See the Tool Kits on this web site for specific instructions.
a research technique for needs analysis in which you interview as a group eight people who are demographically similar. The focus group usually lasts 2 hours and can cover three to five questions.
group discussions used for encouraging a group of people to share their feelings and perceptions. Although led by a facilitator with a discussion guide, these conversations often flow naturally and explore unexpected or unintended areas. The qualitative analysis should focus on the areas where participants’ responses converged and the tone or feeling that accompanied those responses.
market research that asks a group of people to discuss their product needs or react to new products
Between 8 and 15 people bought together to test something in a discussion based research group.
An evaluation technique that utilizes small groups of individuals with common interest who discuss a topic in a systematic manner.
A method of collecting qualitative data from a group of people who represent a target audience.
Small, select groups representing a target audience who are paid to answer questions at the behest of a market research organisation
A focus group is a special kind of group discussion that is designed to elicit information about the wants, needs, viewpoints, beliefs, and experiences of your intended audience. Focus groups can help you better understand the expressions and terminology commonly used by people in your audience, as well as their attitudes and beliefs about health care. They are especially good at helping to uncover the reason behind people's responses.
A method of collective (or group) interview, which explicitly uses the interaction within the group to generate data.
A method that involves a small group of individuals discussing their opinions and ideas about a defined topic or set of topics.
A group composed of between six and twelve individuals who meet to discuss a research problem
are a series of carefully planned discussions among homogeneous groups of 6-10 respondents who are asked a carefully constructed series of open-ended questions about their beliefs, attitudes, and experiences. The session is typically recorded and later the recording is transcribed for analysis. The data is studied for major issues and reoccurring themes along with representative comments.
Focus groups are commonly used in market research areas to test concepts and ideas. These are not traditionally considered consultation mechanisms, but they are an effective means of gauging opinion.
A group of typical consumers that assist marketers in their research by reviewing, analyzing and focusing on the benefits and weaknesses or any product. Focus groups are usually engaged when there is an insufficient customer base from which to get this valuable feedback on a product or service.
A qualitative market research technique where 8 to 12 market participants are gathered in one room for a discussion under the leadership of a trained moderator. Discussion focuses on a consumer problem, product or potential solution to a problem. The results of these discussions are not projectable to the general market.
