Focus group - what is it? Focus group method. Types of Focus Groups Marketing Research Focus Groups

Marketing in social and cultural services and tourism Yuliya Bezrutchenko

3.4. Focus group method in marketing research

A focus group is a free discussion in which 8-10 people take part and discuss a specific topic under the guidance of a professional moderator for 1.5–2 hours. In such cases, as a rule, equipment is used that makes it possible to follow the progress of the discussion from another room, i.e., it is supposed to receive information in the so-called “on line” mode.

Depending on the set tasks and the object of study, the participants of the focus group are selected. These groups can be created on a socio-demographic, gender basis, by belonging to any subcultural unions or from the so-called target audiences. The main condition is that the participants in the conversation do not know each other. This is due to the need for accelerated education in the presented group of typical socio-psychological relationships. At the beginning, the group is entirely homogeneous, but little by little, with the development of the discussion, a process of its division arises, finding leaders, followers and, possibly, outsiders. There is a creation of several groups with their leaders and followers, who will be the conductors of the set evaluative views within the problem field. Therefore, the focus group, while remaining a small group, will create within itself characteristic social interactions, becoming a reduced model of society, social group or "target audience".

The most effective for research can be called a group of 8-10 people. Small groups are very receptive to interpersonal interaction, its rapid formation and extremely expansive coloring of the conversation. A large group in terms of the number of participants is difficult to manage in a discussion framework. There is the possibility of the appearance among the participants of those who do not participate in the discussion and become in fact an outside contemplator, but at the same time he can be the owner of a specific and extremely useful information. Another development of events is also possible, in which a single audience is divided into several groups, participating in the conversation in isolation from each other. This may be due to the location at the common table, with the proximity of the participants.

The ultimate homogeneity of participants in focus group discussions is one of the main conditions for their conduct. The diversity of opinions and views also implies the diversity of the socio-demographic characteristics of their carriers. Within the framework of one conversation, it is rather difficult for representatives of various social groups to carry out group interaction, since this group is a reduced copy of the existing model of society. On this basis, the homogeneity of participants is an essential condition for conducting focus group interviews. At the same time, another condition is the attraction to the limiting heterogeneity of their points of view.

Particular attention in the organization and conduct of the study of a particular problem is given to the role of the moderator. In a conversation that is not limited by predetermined strict limits and that needs to be directed in the direction the researchers need, the moderator needs to take into account all the available statements to solve the identified tasks, supplementing them with clarifying questions or, conversely, terminating the insignificant line of conversation. The presence of a professional moderator not only allows you to achieve the goals of the study, but also go beyond it in the direction necessary for the researcher, expand the available information about the object under study, open up new channels for product promotion, company positioning and other areas as part of marketing efforts.

The results of a qualitative study provide a rare opportunity to explore the hidden features inherent in the people under study. It can be said to receive answers to the questions “Why ...?”: “Why did you purchase this product?”, “Why does this video generate a desire to purchase this product?”, “Why do you think that this good publicity? etc.

It can be concluded that holding a focus discussion is the main way to correctly position a product, service or PR campaign. Qualitative research is the best way to explore hidden motivation, emotions, values, relationships and perceptions.

An example of a focus group

Before the start of the focus group, it is necessary to distribute questionnaires, pens, badges with names to all participants. Ask the participants to complete the questionnaires.

Discussion of juice consumption (15 minutes). Competitors may place a scoring board according to one of the following options: all boards in front of one concept box, several boards near two or three concept boxes, or one board next to each box.

This is the introductory part of the discussion, during which the moderator should establish contact with the focus group participants, try to draw everyone into the conversation, identify more and less energetic participants for himself.

- Please write what ideas, characteristics come to mind when they say "good juice." Name no more than three distinctive qualities, associations.

– Please write the first name, brand or manufacturer of juice that pops up in your memory.

– Please write down how often you drank juice during the last month.

– Write how much, approximately, juice you drink per week in recent times?

- Let's talk.

1. How do you choose this or that juice?

2. What are the main qualities of juice when making a decision to buy it?

3. How satisfied are you with the juice you buy?

4. What distinguishing qualities or properties are lacking in juice brands currently on the market?

New product concept testing (15 minutes).

The moderator should place boxes of juice on the table and put sheets with descriptions of juice concepts and plates with points, explain the essence of the concept of each brand of juice.

The moderator should invite the participants to choose one of the brands of juice that they would most likely purchase.

"Secret" juice testing (30 minutes). 3) what assured you that you are buying high-quality juice: packaging (its design), information about the product itself, the presence of vitamins, composition, shelf life, etc., information about the manufacturer, information about categories of consumers, for which juice is intended, etc., advertising information about juice, characteristics of the product itself (taste, smell, etc.)?

The moderator should invite the respondents to try all brands of juice without disclosing their names. At the same time, he must certainly note the following information for himself: what name of juice belongs to the serial number of the tasting brand (brand 1 - number 1, brand 2 - number 2, etc.).

The tasting process.

First, everyone tastes juice number 1 and gives it a rating. Then they try the juice number 2 and mark it in the questionnaire, etc. At the end of the tasting, the respondents are asked if they have changed their mind. If this happens, then the first assessment in the questionnaire must be carefully crossed out and put a new one.

– Please fill in the juice data in the questionnaire:

"Public" testing of a new product (30 minutes). Thanks for joining the conversation!

The moderator should invite the participants to try all brands of juice, announcing their names and reminding them of the concept of each brand. Along with this, cards with brand concepts should be placed on the table.

The tasting procedure is similar to the previous one.

Before tasting the juice of each brand, the moderator introduces the packaging and the concept.

First, everyone tastes juice number 1 and gives it a rating. Then they try juice number 2 and mark it in the questionnaire, etc. After the tasting, the respondents are asked if they have changed their estimates. If this happens, then the first assessment in the questionnaire must be carefully crossed out and put a new one.

– Please record the indicators for each brand of juice in the questionnaire:

1) satisfied or dissatisfied with its taste;

2) whether or not you purchase this juice;

3) what is the value for money this product at the stated price.

Discuss how the participants rated each brand of juice. What juice did they like best? Why did they rate it this way?

Each juice concept should be discussed. What is the respondents' impression of the description of the juice, is it detailed enough or maybe too detailed? Do the concepts of juice brands match their taste. Which variation of the concept did they like the most. What other concepts are acclaimed?

Participants should be asked to evaluate the juice packaging options on a 5-point scale, where 1 - "completely does not correspond to your opinion", 5 - "completely corresponds to your opinion". Which juice packaging did the respondents like the most and why? How attractive are the packages? Which attracts more and why? Does the packaging form, design, name satisfy and why? Which packaging looks more complete and harmonious?

It is necessary to discuss the individual elements of the package: configuration; tone; magnitude; the amount of information on the package.

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A focus group is a form of survey based on a comprehensive discussion of a problematic topic with a selected group of people, conducted by a moderator in order to establish quality parameters consumer behavior.

In most cases goals focus groups are as follows:

understand the motives of behavior, attitudes and values of consumers;
get general information about the product category, determine the features of the use of the product;
analyze conflicts and disagreements on certain issues;
understand the specifics of subcultures.

In the course of the focus groups, the respondents' knowledge and assessment of the brands of the product under discussion are revealed, the image and position of the brands in their perception are determined. If consumers are familiar with brands, for example, food products, then you can invite them to guess the brand by taste and smell.

There are other marketing goals of focus groups - generating ideas for a new product or preparing a new one. advertising campaign, developing hypotheses that can then be quantitatively tested, obtaining information useful for structuring data collection methods.

Another way to use focus groups is to find out the reaction of consumers to a new product or advertising message. Participants of the study are invited to choose the most and least liked options for the product, its packaging or advertising. Sometimes the discussion is about a product that respondents have tried for some time in advance (for example, pet food, cosmetics, printed matter).

Evaluation of advertising products in focus groups can be carried out according to the following parameters: how advertising corresponds to the presented product, its image and position, how respondents can be identified with advertising characters, whether advertising contributes to making a purchase.

It is generally agreed that the results of such testing fairly accurately reflect the opinion of the masses of consumers and have a fairly high positive correlation with future success. However, it is not possible to draw specific conclusions based on the results of the focus groups, since the discussion process only considers certain aspects behaviors, often in isolation from a specific situation (for example, it is difficult to determine whether people will buy a product if they liked its advertisement).

The results obtained in a focus group can only be generalized to the target market if the group has reached a consensus on a particular issue. If the topic under discussion is important to the firm, then it is recommended to resort to a subsequent quantitative survey of consumers, since focus groups are more suitable for generating ideas and considerations than for characterizing their distribution.

However, the interpretation of the results of focus groups deserves special care, since verbal information obtained during discussions can be ambiguous, emotionally colored and have a special meaning only in the context, while non-verbal information can perform all communicative functions and practically replace the text, so its decoding allows you to check reliability of verbal data and make assumptions.

Analyzing the results, it is necessary to remember the peculiarities of group interaction. When evaluating a new product concept, the focus group is usually conservative, i.e. it prefers those ideas that are easy to explain, and not necessarily completely new. Presentation order issues also arise when multiple concepts, products, or ad message options are being evaluated. If the members of the group are too critical of one of the tested objects, then they can then “for balance” make an overly “friendly” conclusion about the next one.

Principles of analysis focus group materials:

vision and interpretation of actions and opinions expressed in focus groups e, carried out from the perspective of the respondents;
the atmosphere of focus groups is considered and described in detail, pauses and the strongest emotional reactions are noted;
the results are taken into account in dynamics, since group processes affect them and the very nature of the discussion;
during the analysis, they determine which topics are important and which are simply interesting for the respondent: the frequency of mention indicates interest, but not necessarily the importance of the issue;
the behavior of members of different groups is compared to identify consistent, repetitive patterns and responses to specific questions.

The specifics of using focus groups as a qualitative research method are presented in the box based on a quote from .

To compare the perceptions of focus groups among marketing research professionals, consider the definitions, conceptions of the essence and classification of this method by different authors (Table 14.8 and Table 14.9).

MYTHS ABOUT QUALITATIVE RESEARCH


The focus group should not have more than six or seven participants so that everyone gets more "air time"	The optimal number of respondents depends on their type, on the subject of research and on the style of the moderator.
The qualitative researcher must begin each project by putting aside any information known to him. Past studies of other companies, any guesswork about clients, political clashes within the company that are relevant to the study - all this can only become a source of distortion of the results of the specialist's work.	Information about the real goals of the project and already existing knowledge must be brought to the attention of the moderator. Of course, this kind of information may affect his work, but a good specialist knows what to look for. The moderator will be able to focus on those answers that do not fit into existing hypotheses, and only touch on aspects that are in good agreement with existing knowledge.
Lot good ideas find their death in focus groups due to the fact that consumers are not ready to accept the new	Qualitative research allows the specialist to see what is behind the reactions of the consumer. If any idea is immediately rejected, a good researcher will try to find out the reasons for this. It will determine whether there can be a real need that the product will satisfy and what needs to be done in order for the respondent to change his mind
Focus groups should be demographically homogeneous	In most cases, the research budget does not allow the luxury of holding focus groups with representatives of each segment. However, some differences may even be useful. Gotta follow simple rule: Respondents should feel comfortable talking to each other
It is a mistake to ask respondents why they do something or hold a certain opinion.	Usually the problem lies not in the very fact of posing such questions, but in their formulation. Questions should not intimidate respondents; they need to show genuine interest and a desire to understand
Qualitative research should rely heavily on projection techniques (e.g. photographs, drawings, cartoons, role-playing games) because they	Projection methods are very valuable tools, but they cannot completely replace direct questions. In many cases, direct questions "on the forehead" allow you to identify the feelings and emotions of the respondent


allow you to express thoughts and feelings. that the consumer is either unaware of or unwilling to express publicly
A focus group at 8 p.m. is not a good idea as everyone is already tired.	Conducting focus groups at 6 and 8 pm is a must as most people work during the day. The energetic and fruitful work of the group depends more on its composition and the interest of respondents in the topic under discussion than on the time of day
The hallmark of a good moderator is that he speaks very little while leading the group.	The moderator must be proactive, responsive to the audience and show creativity. Its function is to manage the dynamics of the group. Without leading participants to answers, it should provide feedback, returning to the respondents the topics that, in his opinion, need to be worked out in more detail
The selection of participants becomes a simple task if the research contracting company provides lists of its clients who can be interviewed or invited to participate in a focus group	Even with a list, recruiting participants is not always easy. Usually the list is delivered later than expected, resulting in insufficient time for the selection itself Often there are no phone numbers on the list and additional information is required
Passing notes to the moderator during the focus group allows the client to participate in the process and ensure that the study answers their questions.	Passing notes to the moderator during a focus group session is a major distraction for participants from the moderator. It can also remind respondents that they are being watched, causing them to control themselves. In addition, if notes are sent periodically to the moderator, respondents may question whether observers trust him, which puts the moderator in an awkward and tense situation.
Focus groups should not be used too often, as they usually have a strong personality that dominates the discussion.	Generally, all respondents contribute to the discussion, although some are more talkative than others. This can lead to the fact that the rest of the respondents distance themselves from the "active", and it will be easier for them to express their disagreement. A “strong personality” can speak confidently, but she will not be able to truly dominate. Experienced moderators various techniques interactions with respondents


When conducting a focus group series, the thematic selection and materials shown to respondents should remain unchanged in order to ensure consistency.	Qualitative research must be dynamic. New ideas may come up, causing the thematic selection to change. Such changes usually mean that the researcher has gained new knowledge; furthermore, the theme itself need not remain constant. The purpose of qualitative research is to help the client find ideas that "work" and not to state that another idea "does not work"
Qualitative research should always be followed by quantitative research to test hypotheses.	In some cases, due to budget constraints, only qualitative studies are carried out. As for a research project, if a large qualitative study has been carried out, showing stable and fairly reliable results, then there is no need to conduct a quantitative study.
Some clients often use the term "scenario" when referring to the outline of a focus group discussion. This implies that the moderator must follow the plan pretty much literally.	The outline of the discussion indicates what topics need to be covered and in what order they should be introduced - this should be a general plan. It may also contain recommendations to the moderator regarding possible questions and appropriate techniques. The sequence of topics should be followed unless it becomes necessary to defer discussion of one subject until another has been considered.
Qualitative research should be conducted in person and through in-depth interviews in order to establish contact between the interviewer and the respondent.	During a telephone interview, you can establish the same or even closer contact. The fact that the researcher does not see the respondent can be an advantage. To establish contact in a telephone interview, it is usually started with simple questions about the use of certain products by the respondent and about his views - instead of the "icebreaker" questions that are often asked in focus groups

Source: Judith Langer, Marketing News, March 1,1999, Vol. 33, no. 5. p. thirteen.

Definition « focus groups» authors of special editions

Table 14.8

The end of the table. 14.8

Analysis of the table. 14.8 showed that the definitions of focus groups presented by different authors give a very broad interpretation of the method, allowing it to be classified as a group discussion of a selected topic, without specifying characteristic features this method.

Table 14.9

Definition of the essence of the method and its classification

	E. P. Golubkov	I. K. Malhotra	D. Aaksr, V. Kumar, J. Day	G. A. Churchill, D. Iacobucci
Objectives of interaction	Idea generation, study of requests, reactions and consumer behavior		Generating ideas or possible solutions to a problem, similar to the purpose of a non-standardized in-depth interview	Preliminary conclusion about the situation, getting a reaction to the presentation of new ideas	Behavior influenced by a social group, perception of something
	Over 1.5 hours		Not specified		Not specified
Topics for discussion		Criteria for selection, evaluation, preference, representation or knowledge about something, aspects of behavior	Same as for in-depth interview		Sensitive topics (alcohol, hygiene, sex, money, death)
Lead role	Manages the discussion	Must achieve mutual understanding with the participants, communicate	Discussion management that excludes pressure or influence on	Directs the discussion, ensuring the achievement of the objectives of the research	Guides the discussion without leading to answers, encourages expression

The end of the table.14.9

	E. II. Golubkov	N. K. Malhotra	D. Aaker, V. Kumar, J. Day	G. A. Chsrchil, D. Iacobucci
		judgment, encourage respondents to express their opinion	respondents (more passive)	catching and stimulating interaction between participants	all participants
structuredness	Detailed	Unstructured	Plan: from a set of topics to specific questions	List of scheduled topics	More structured than an in-depth interview
The degree of openness of the purpose of the study	Not specified	The objectives of the study are explained to the respondents or they become obvious during the survey	Not specified	Not specified	Not specified
Classification	Not specified	Double-sided With two leads With two open-opponents With a respondent-leader With a customer-participant Mini-group Remote focus group	Exploratory Clinical Immersion Virtual bilateral teleconference	Not specified	Not specified
Advantages	Involvement of the customer, the emergence of spontaneous ideas, attracting consumers who shy away from other types of surveys	Synergy, group interaction, stimulation, spontaneity, speed of data collection	Lots of data in a short period	Customer engagement, uses group dynamics to generate additional responses	A relatively large amount of information can be obtained more quickly
disadvantages	Unrepresentativeness, subjectivity, high cost	Characteristic of qualitative methods	Labor intensity high cost	exposed random influences	Influence of moderator qualification on results

Summarizing the material presented in Table. 14.9, we can give the following definition of the focus group method.

A focus group is a form of survey based on a directed comprehensive discussion of a problem with a selected group of people, conducted by a moderator in order to establish the qualitative characteristics of consumer behavior.

Focusing consists in the conscious concentration of researchers on a limited range of issues in order to deeply consider their problems, to push the respondents to a more detailed explanation of their opinion.

A specific feature of the focus group as a method of collecting information is group interaction, which generates a more complex response to the moderator's question than the usual unambiguous answer. After the moderator has asked a question, the expression of various opinions begins, developing into a discussion; Participants provide explanations and arguments to support their point of view. Their views may change in the course of the discussion, but the task of developing a single group opinion is not set; all considerations are important, so the task of the moderator is to create comfortable psychological conditions for each member of the group to express their opinion.

In this regard, the importance of the moderator increases. His task is also to manage the group discussion: maintaining the proper atmosphere, resolving conflicts (disputes enliven the discussion, but they should not turn into confrontation). The moderator should formulate questions in such a way as to arouse interest and stimulate the creative thought process of the participants.

Composition of the group usually selected so that it is relatively uniform. This minimizes the likelihood of conflicts that may arise between its members due to different points of view on issues not related to the objectives of the study, or due to the dissimilarity of life experience, speech skills and perception of the problem. If such differences are too prominent, this may confuse some members of the group and negatively affect the ongoing discussion.

Most experts recommend using screening interviews to select focus group participants in order to exclude from the list of candidates those who have already participated in such work, since these people often try to play the role of leaders and can misdirect the group's activities. In addition, friends or relatives should not be allowed to be part of the same group, since in this case the spontaneity of the discussion is often hampered by continuous conversations between close acquaintances. In cases where a more careful selection of respondents is required, mini-groups of 4-5 people can be used.

A wide range of new ideas can be obtained with the help of several different groups. At the same time, differences can relate not only to the characteristics of group members, but also to the topics discussed. Ideas found during the work of one group can be tested in another. Usually four groups are prepared for a research project, but sometimes their number can be up to twelve. The main criterion in determining the number of groups is whether each subsequent group can provide new ideas about the phenomenon under consideration. When the efficiency of the new groups starts to wane, the use of this method stops.

Focus groups are organized in a special room with equipment that allows clients and researchers to observe the discussion from another room through a one-way mirror. Alternatively, the research ("secret") room can be equipped with a TV connected to a video camera in the discussion room. There are no special requirements for the premises for focus group participants - the main thing is that everyone should be comfortable, hear and see each other and the moderator well. In addition, since the focus group process often offers additional stimuli for discussion (product samples, advertisements), equipment may be needed to demonstrate this material. The discussion is recorded on video and audiotape.

A focus group (or group discussion) is a group in-depth focused interview during which subjective information from its participants, how and why they perceive certain objects: goods, services, advertising, media, social programs and processes, politicians.

With the help of focus groups, you can more accurately define the problem of marketing research, develop approaches to solving the problem, develop hypotheses that can be quantitatively tested, formulate questionnaire questions, etc. Also, the focus group can help in the interpretation of previously obtained quantitative data.

Features of conducting focus groups:

the number of focus group participants is 7-10 people, when discussing complex topics - 6~8 people;
the focus group has a homogeneous composition of participants. Respondents must be directly related to the research topic; should not be familiar with each other (except in some cases) and with the moderator; respondents should not be related to marketing, marketing research, production and sales of the product that will be the focus of the discussion;
the focus group discusses a limited range of issues. Concentration on a particular problem allows you to discuss in detail all sorts of aspects of the problem, as fully as possible to find out the nuances of the participants' ideas and attitudes on the topic being studied. A focus group encourages people not only to evaluate something according to the “like or dislike” principle, but also to explain their point of view. In the course of the study, the opinions of not individuals are analyzed, but groups of interacting people, since the participants not only answer the questions of the presenter, but also react to the statements of other participants;
the duration of the discussion is usually 1-3 hours (average about 2 hours);
focus groups are held in a specially equipped room equipped with a one-way mirror (Gesell mirror), video and audio equipment for recording the group, and a large screen for demonstrating stimulus material;
host - a qualified specialist, moderator, psychologist, marketer or sociologist in basic education, specially trained to conduct focus groups;
the focus group is based on a guide - a guide consisting of a list of topics that should be discussed during the interview;
audio and video recording;
the customer can observe the focus group from the next room - either through a one-way mirror or through a monitor connected to a video camera;
The outcome of the focus group is a transcribed protocol of the discussion, as well as an analytical report with answers to the questions posed.

Advantages of the focus group method:

lower costs compared to in-depth interview;
since several participants answer questions simultaneously, the collection and analysis of information occurs relatively quickly;
grouping people into groups allows you to get a wider range of information, opinions and judgments than from communicating with individual respondents, since group dynamics helps people to open up better and allows you to identify different points of view;
when different points of view collide, people look for arguments for persuasion and thus discover their basic ideas about the subject of research and clarify motivations;
the presence of the customer in the role of an observer allows the researcher to immediately ask additional questions that the customer may have during the discussion.

Disadvantages of the focu s-group method:

the possibility of incorrect interpretation of the data;
the difficulty of recording, processing and analyzing unstructured responses;
unrepresentative data;
the quality of the results depends mainly on the ability of the moderator, and there are very few professional facilitators and their services are expensive.

Focus group classification

By duration:

standard focus group - a group lasting 1.5-2 hours;
short focus group - a group of up to 1 hour. Such a group involves either discussion of a limited list of topics, or work with children;
extended creative Group- 3~4 hour group using projective and other assistive techniques. Used when traditional methods studies do not provide the necessary information;
follow-up group - a group in which at the first session the participants are given some products to try at home, and at the second session the respondents share their impressions, make comments and suggestions, discuss positioning strategies or advertising concepts, etc.

By number of respondents:

standard focus group - a group with 7-10 participants;
mini-group - a group with 4-5 participants, which allows you to work out the topics discussed at a deeper level compared to a standard group, while maintaining the benefits of group work.

By the number and role of the moderator:

standard focus group - a group in which one professional moderator talks to respondents;
A focus group with two moderators is a group discussion with two moderators, one of whom oversees the discussion as a whole, and the other is responsible for discussing specific issues. The distribution of roles between moderators is useful if the subject of discussion is issues that require special training(interviews with doctors, engineers);
focus group with two moderators is a group discussion with two moderators who deliberately express different opinions about the issues under discussion, encouraging respondents to consider all aspects of the phenomenon under study and find out all the details in contentious issues;
a focus group with a respondent-leader is a group discussion during which the moderator asks one of the participants to be the leader for some time;
focus group with the customer as a participant is a group discussion during which representatives from the customer's side become participants in the discussion, explaining points that are incomprehensible to respondents and answering their questions;
An unmoderated focus group is a group discussion in which the group is given the task of doing something within the allotted time. The course of the group is observed and studied interaction patterns, the process of selecting a leader, and the distribution of roles.

By type of respondents:

standard focus group - a group with typical consumers of goods, selected according to such characteristics as gender, age, income, marital status, use/non-use of certain brands;
focus group with specialists - a group with representatives of various professional associations: doctors, specialists in industrial equipment, managers, IT specialists, etc.;
delphi-group - a group with professionals in the field under study. The goal of the delphi group is to get a forecast for the future.

By degree of use technical means:

standard focus group - a group, the work of which is usually observed by representatives of the customer either from the next room through a one-way mirror / video link, or from their office using modern fiber optic communications;
a two-way focus group - a group in which one group of respondents (for example, physicians) observes the progress of another group (patients talking about the treatments prescribed by their physicians, as well as what they expect from physicians), and then discusses what he saw;
teleconference - a remote focus group conducted with the help of telecommunications equipment;
online focus group - a focus group conducted via the Internet. Generally used to study the image of products/brands/companies, purchasing and consumption patterns, etc. Not suitable for product testing (product formula, color, smell, etc.), product/packaging usability testing (when you need to feel, hold in your hands, press the buttons), to solve research problems that require active group work.

What is a focus group, why are they needed and what result can be obtained? Let's try to figure it out.

What is a focus group in marketing?

Focus group(from English Focus group) - a method of qualitative marketing research, which consists in organizing research by gathering a group of people to discuss the task.

Simply put, a focus group (focused interview) is something like a “round table” with target audience, where a professional moderator communicates with the participants and directs the conversation according to a pre-prepared scenario. The very atmosphere of a focus group discussion encourages respondents to openly and freely discuss their habits, associations, and beliefs. This allows you to hear and understand completely unexpected insights, preferences, deep motives for choice.

FOCUS GROUPS ALLOW YOU TO OBTAIN INFORMATION FROM THE TARGET AUDIENCE THAT IS IMPOSSIBLE TO OBTAIN DURING A PERSONAL OR TELEPHONE SURVEY.

2. RECRUIT (SELECTION) OF RESPONDENTS

Usually 6-8 people participate in a focus group. This is the optimal number of people, comfortable for a natural and relaxed conversation. Less common are studies where 10-12 people participate.

SEARCH FOR RESPONDENTS

FILLING IN THE QUESTIONNAIRE

PERSONAL INTERVIEW

Search for suitable candidates
Selection according to a number of criteria (screener, participation in FG no more than once every six months, lack of professional connection with the topic under study, etc.)

Control for compliance with the profile;
Trap questions for screening out professional respondents;
Comparison of answers with information in the database of respondents, profile in social. networks, etc.

Two stages of the interview - field staff and moderator;
Comparison of answers with the answers of the questionnaire;
Evaluation of compliance with the profile of the respondent and the decision to participate in the focus group.

3. HOLDING A FOCUS GROUP

At this stage, there are a number of important points that require special attention.

ROOM

Firstly, the room where the study will be conducted must meet certain standards. The room should be comfortable, isolated from strong extraneous noise. Need a big one round table- it is important that none of the participants dominate (do not sit “at the head of the table”), or be in a losing position when it is not comfortable for him to express his opinion.

The walls of the room should be plain, without bright elements that can distract attention or cause false associations. The entire conversation must be recorded on a video camera. A room for the customer, equipped with a special Gesell mirror, should be provided. Thanks to such a mirror, the customer can observe the course of the conversation, and from the focus group side it is just a mirror. Observing a focus group helps the customer to better see and understand their customers.

MODERATOR

Second important point- direct moderation. The quality of work and the professionalism of the moderator greatly affect the result. The moderator should be able to manage the group, control the course of the conversation, let everyone speak, not impose their opinion, not express value judgments, and much more. Most importantly, what is required of the moderator is to establish a trusting relationship with the participants in a short time and encourage them to openly exchange views on the issue under study. The moderator must completely control the conversation - "calm down" too active participants, encourage the timid ones, make sure that the answers do not become "memorized" and stereotyped.

It is important for the moderator to be able to ask questions that deepen the participant's answers, penetrating through superficial judgments to deeper motives and preferences.

PROJECTIVE TECHNIQUES

To obtain more complete information from the participants, in qualitative research, including focus groups, it is effective to use projective techniques. They help respondents "project" personal beliefs or thoughts using third parties or objects. Unlike “direct questions”, projective techniques allow you to go through the psychological defense of a person and find out the real attitude to the subject of research, to understand what really pleases or upsets him, what he dreams about, what he is afraid of, what he appreciates, and what he does not pays attention.

There are many options for projective techniques - these are verbal associations, the method of unfinished sentences, drawing up pictures or descriptions, and others.