|
The focus group is a qualitative form of market research developed after WWII to gauge the market impact of radio programs on the American audience. Since then, focus groups have become a powerful tool helping marketers understand their targets’ belief, behaviors, opinions, attitudes and what shapes them.
The most unique aspect of a focus group is that it leverages small group interaction. Small groups of 6 to 10 participants are encouraged by the moderator to engage in open discussion about your topic, giving their feedback and response to your topic. You can learn a lot about how your idea, product, packaging, tool, etc. will be received before the general public ever knows about it. This open dialogue has become one of the most important tools for understanding target audiences in modern marketing and public relations.
Information you can learn:
- Attitudes, beliefs, opinions and perspectives
- Accuracy of your assumptions
- Reactions to ideas, prototypes, packaging, etc.
- New approach possibilities from combining participants’ comments
Information you won’t learn:
- Usability Results (How users actually use a product or prototype)
- Actual application of the topic discussed
- Usability Problems
|
