![]() As a result, 1:1 interviews or survey based research are often better approaches.I recently participated in a paid focus group in San Francisco. Participants may be unwilling to share candid, honest feedback in this type of setting. Difficult To Capture Sensitive Topicsīecause focus groups are group discussions, they are not ideal for sensitive or embarrassing topics. If you need to look at difference across a wide array of demographic or psychographic criteria, you won’t be able to do it efficiently with focus groups. This means there are only so many sub-segments within your population that you will be able to explore. Given the cost of running focus groups, you can only recruit so many different types of people. As a result, you cannot collect statistically significant data from focus groups alone. Meanwhile, a typical digital focus group includes 4-5 people. For instance, a typical offline focus group includes 8-10 people. Small Sample SizeĬompared to surveys, focus groups feature small sample sizes. On the flip side, it’s the nature of focus group design that also results in their downsides. The result is a full, robust picture of the topic being explored. ![]() Fielding focus groups lets organizations listen to not just the unique words customers use but also the tone and context. There are few things more powerful than hearing feedback in a person’s own words. These are often deep, multi-faceted topics that are not easily understood via simple survey questions. Once again, the open ended nature of focus group questions yields another benefit: the ability to capture beliefs, opinions, or attitudes in nuanced ways. Additionally, it helps develop hypotheses for future research validation. Using open-ended questions to gather respondent feedback allows organizations to explore new consumer, market, and customer areas. When you don’t know what you don’t know, focus groups are a great way to start learning. The conversational nature of focus groups result in some of the strongest reasons to use this research method. Now that we see what makes up this research method, we can identify the inherent pros and cons of focus groups themselves. That means managing the heavy talkers while engaging with quieter participants. While doing this, they focus on gathering feedback from all participants. First, they manage the conversation and the discussion guide in the time allotted for the group. Experienced Moderator: A focus group comes with (usually) one experienced conversation facilitator.This lets us identify consistent patterns across groups or isolate how unique segments differ from each other. By following a structured guide, focus groups let us ask the same questions of different groups. And, as you can image, the questions tie back to the learning objectives. Essentially, this includes all of the questions we want to ask during each focus group. Discussion Guide: Once we know a focus group’s learning objectives, we develop its discussion guide. ![]() If you have particular hypotheses you want to explore, this is where they come in. These are the key areas an organization wants to understand as a result of running the research.
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