Whether you are trying to develop products, services, or campaigns that resonate with your customer base or evaluate a new offering, these groups have the potential to provide you with the necessary information that you need to make informed decisions. By engaging with your target audience in a setting that allows them to feel comfortable, you can uncover the reasons behind their behavior and the motivations that drive their decisions.
However, there is a time and a place for focus groups, and incidences when another method would be more appropriate. So, without further ado, let us take a look at what a focus group is, when they are a good idea, and when they are not.
What is a focus group?
A focus group is a group discussion with a moderator that is usually recorded. It is a qualitative method of research, which means it focuses on exploring people’s opinions, thoughts, and experiences.
Focus groups are a method of qualitative research, which involves a small number of people being asked questions in a neutral location. The data that is gathered can then be used to influence decisions in the present and future, across marketing, research and development, HR, innovation, and many other areas of business.
When focus groups are a good idea
If you’re launching a new product or service and want feedback, a focus group is a good option. You can have a moderator lead a discussion or ask guests to share their thoughts on a topic you want feedback on, like a new ad campaign or new product.
A focus group is also a good option if you want to learn about your customers’ unmet needs. You can have a moderator lead a discussion or ask guests to share their thoughts on a topic you want to learn about. A focus group is a good way to get honest feedback from a small group of customers.
Market Research –
Focus groups and forums are a great way to perform market research, as it gives consumers the chance to express their thoughts, feelings, and opinions, in a more long-form and honest way than it might be given on a feedback form.
It can also provide insight into the behavior of your target demographic – from where they might view an advertisement, to what influences their buying decisions, and what they value most from a brand. Most importantly, not only can you determine the ‘what’, but also why consumers behave in these ways.
Broaden results of the quantitative study
If you have already conducted a quantitative study, a qualitative study can help to expand your findings, understanding, and analyses. Focus groups can also help you to prepare for undertaking a quantitative study, as you can ascertain the most important points to include in your study, and the best language to use for the most representative results.
Testing New Products
Before launching a new product, it can be very useful to get honest feedback from your target market, allowing you to make any last-minute adjustments you might need before it hits the shelves.
When you shouldn’t use focus groups
Focus groups are not the right choice if you are trying to test the market for a new product or service idea. They are also not the best fit if you are trying to collect quantitative data, like polling a certain percentage of your customer base about a certain issue.
If you are trying to test a new product or service idea, focus groups can be a bit of a trap, as they are an observational method of research, and they are not likely to yield a result that will enable you to move forward with a product or service.
Without quantitative data
Focus groups typically work best if used in conjunction with quantitative data to back it up. A quantitative study can highlight which topics need to be explored in more depth during a focus group, and a post-focus group study can be used to follow up with the participants to quantify their thoughts and feelings, backing up the efforts of the session.
Similarly, focus groups should not solely be used to make major decisions about your business, as it is not as precise as quantitative data. Marketing and financial decision-making is best made based on statistics and quantifiable trends, as it can then be evidenced with facts and figures.
If you only need to answer one question
Focus groups can be quite expensive and time-consuming to organize and carry out, so it would be a waste of your resources to conduct a focus group to only ask one question. Instead, ask this question as part of a survey or feedback form, saving time and money for both yourself and the participants.
Overall, it is clear that focus groups are a fantastic tool that every business should utilize. With these examples in mind, you will be able to avoid the most common pitfalls and ensure you only conduct focus groups in the most opportune circumstances.