Research 101: Focusing on Groups
by Holly Edmunds
All of us, from consumer to business manager, are familiar with research surveys. We are called on to voice our opinions by mail, phone and now via the Internet. Quantitative research provides the real numbers for decision-making, but what about the emotions and decision-processes behind those numbers? Focus group research allows a qualitative approach to find the answers to different types of questions.
Focus groups consist of anywhere between five and ten people who are recruited and brought together for a discussion based on meeting prespecified qualifications. A professional moderator leads the discussion using a discussion guide - an outline of questions on a subject matter designed to flow easily in a conversational style. Typically several groups are conducted to allow comparisons between group responses based on their qualifications, specific regions, etc. The client(s) can view the groups from behind a one-way mirror and get immediate feedback.
Reporting is conducted using videotapes of the groups, screening questionnaires, the moderator's notes and/or group transcripts. Answers do not appear in table format; there simply are not enough respondents in a series of groups to provide for statistical analysis.
The most common uses of focus group research are for testing advertising copy or messaging; positioning of products or services, testing new concepts and testing usability of a product. They are also used to help design questionnaires for quantitative studies by allowing you to test wording and concepts.
Be prepared to be flexible in your study if youare dealing with certain types of focus groups. For international focus groups, the set-up and processes may vary from those in the U.S. Certain privacy laws may prevent participants from sharing the name of their company or even their own name in the groups. Simultaneous translation needs to be provided for viewers not fluent in the language used in the groups.
Finally, be cautioned that focus groups are not a replacement for a
statistically valid survey. If you or your audience is not familiar with
the more loosely structured type of reporting you will receive from such
a study, you risk trying to make final decisions based on only part of
the data. When done correctly, however, focus groups can provide a greater
depth of information regarding the subject matter!
