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Market and Social Research > Focus group discussion
Focus group discussion
- Unstructured and exploratory in nature, yet under the moderation (and direction-guiding) of an experienced qualitative market researcher (the moderator) to ensure discussion would not go astray -> hence ‘in focus’
- A good exercise to precede any large scale quantitative survey, especially for subjects/ topics that are unfamiliar to the marketers
- Results are exploratory -> so focus on the who, what, when, where, why and how
- No how-much or to-what-extent: Do not attempt to quantify any responses from the participants
- Never make a business or marketing decision simply taking the learning from qualitative research
- Usually with group size of 8 persons who share similar background, beliefs, product usage pattern and behavior, or other parameters set by the client. Mixed gender group is not recommended, especially in certain culture (like Japanese and Indian).
- No questionnaire, but a Discussion Guide
- Duration: normally 90-100 mins. Never exceed 120 minutes as fatigue factor kicks in.
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