Description of the methodology of focus groups

Focus group as a research method is a group discussion which is carried out according to a plan (guide) and lasts from 1 and a half to 2 hours (mini focus groups - about an hour) with a professional leader (moderator), where participants exchange views about the product, service or phenomenon. The number of participants in the focus groups - 6 - 10 people (up to 12) When a mini focus group is carried out the number of participants should be from 3 to 5 people. Participants in focus groups are "typical" representatives of the study population, similar in basic social characteristics. For participation in focus groups, respondents receive gifts. Unlike many other companies we do not practice paying the respondents, as this may affect the quality of the information. During the focus group the discussion is recorded on audio or video media (optional), then transcripts are analyzed. Focus groups are held in a specially equipped room (focus-room). This room consists of two rooms, separated by a one-way mirror (mirror Gisella), through which the representatives of the client can watch the discussion , while being hidden. If the focus room doesn't have this kind of mirror than it is replaced with a TV set. The first room is designed for the discussion itself. Normally it is equipped with a table (round or oval shape), big enough for all the participants and the moderator to sit around in a way that there is no obstacle to communication. Also, this room is equipped with a TV, DVD player and a flip chart so the moderator is able to show movies or other stimulating material. The second room ("client room") and is equipped with video-link and a table where 2-3 representatives of the client can comfortably sit and observe the events happening in the first room, as well as to take some notes during the focus group. In the case of working with a foreign client the interpreter (who is specially invited for this purpose) interpret everything simultaneously.

The main topics of the focus groups:

• The positioning of a new product or service
• The formulation of suggestions for the improvement of some characteristics of the goods or services
• The determination of possible scripts of behavior of potential consumers of the new product or service
• Identification of different motivations and psychological reactions to the advertising products

The problems solved by the method of focus groups:

• identify the peculiarities of reception of the product (or service or social and political events), diagnose the image
• Test the new concepts (new packaging, new image, new products)
• Test the advertising (study of the reaction of consumers to the different types of advertising), including the study of emotional and behavioral reactions to advertising
• Study the consumer's lexicon
• Stimulate new and creative ideas, suggestions and concepts
• Formation of hypotheses for quantitative surveys
• Study the consumer's behavior, motives for choosing, rejection to use the goods
• The analysis of consumer needs, their perceptions, motives and their relation to the product of the research(service or social or political event), its brand, the approach to its promotion
• Decision, in which conditions the product is purchased, what influences the consumer's decision
• The study of psychological reception of a product or service to the customer
• Identify the strengths and weaknesses of the product or service, to identify the options for its improvement
• Identification of the most valuable characteristics of a product or service
• Develop a strategy of positioning a product or service

The final part of the focus group is the transcription process (transferring the audio and video information in the written transcript form) of the information and then writing a research report which consists of the interpretation, the analysis of the content, invent - analysis and other techniques. The final product of the focus group is the report with the conclusions and the recommendations to the client. We pass onto the client all the records of the focus group and all the transcripts. At the moment, our company has developed the technique of on-line focus groups using very close to the real focus group environment through video conferences over the web-camera. On-line focus groups over time may actually become a less expensive alternative to the classical method of focus groups

Advantages of the focus groups method:

Maximum opportunity for free generation of new ideas, a big range of usage of this method, the opportunity to survey respondents, who are very difficult to survey in a more formal situation, the opportunity for the client to take part in all stages of the research.

Disadvantages of the focus group:

Possible unrepresentative (views expressed by focus groups, can not be considered the opinion of all consumers), "The pressure of colleagues and leaders." If the focus group has a "leader" with a strong opinion, his "winding" arguments will influence the opinion / views of other members of the focus group.