Focus groups have been a part of research processes since the early days of World War II when Robert Merton used them to examine how effective propaganda efforts were. 1. When participants enter into the room for the focus group, everyone is on equal ground. Feel free to watch the video below (undertitled in English) where our founder, Dr. Pierre-Nicolas Schwab, sums the differences, advantages and inconvenients of focus groups vs. qualitative interviews. As a feedback mechanism, a focus group involves recording feedback from a group of people on a product. Security concerns can alter the quality of the data collected. 3) What are the advantages and disadvantages of each one? The sampled data is still valuable, but it may not be accurate to the needs of the world. The advantages and disadvantages of group interviews. 5. Participants sign up for these conversations today from locations all over the world. Online focus groups present several limitations. Snowballing. Focus groups enable you to ask further questions and explore specific comments and reactions, leading to a deeper understanding of your customers motivations and pain points. C]6j7h\L! One sociological study that used positivist methods, IN-DEPTH INTERVIEWS Although individuals sign up to participate in focus groups for a variety of reasons, that doesnt mean there is a guarantee of participation. Others can be hesitant to express their thoughts because they fear that someone else in the room will criticize them. The effect of cognitive biases on our speech and action is well-documented and its often a harmful one. endobj That means you can receive insight into your current position in relation to the competition while measuring reactions to packaging, design, and price. And each method has its advantages and disadvantages and that largely depends on how researchers see fit. This is 3 to 4 times less. Focus group studies dont only revolve around the features that are present in the product. 1. 4 0 obj Some people choose to offer minimal feedback during this process because of shyness, their personality, or because they dont want to offend anyone. People have less time to share their perspectives in focus groups. This disadvantage can cause some participants to rush through their perspectives because they feel like there wont be another chance to say something. Have you ever tried to get 8 or 10 busy professionals around one table outside of business hours? Save my name, email, and website in this browser for the next time I comment. Focus groups can provide clear insight into the response. Customer expectations are a moving target so it is important to stay on top of understanding the customer perspective. Well, thatll depend on the kind of insights you require, and your reasons for pursuing the avenue of market research. endobj Your email address will not be published. Whereas focus groups are easy to organize with consumers, they are much more challenging in a B2B context. What? No one likes filling out surveys. In-person focus groups usually gather around a table. 5. Most agencies already provide individualized support in this economic structure because of the logistical challenges involved. The end product of such a well-directed group discussion is the collection of valuable data regarding a product thats the subject of the research. One thing that you need to know when comparing focus groups vs interviews is the quality of the data collected from IDI interviews about a product or a service. The purpose of a focus group is to help individuals provide information from their perspectives on specific subjects. Qualitative interviews are best suited if you want to gather specific experiences and opinions that you can explore in more depth with your interviewer. Is a focus group the right market research approach for your business? A few individuals could possibly be introverts while others take control of the debate and impact the end result, or possibly even introduce bias. Although some participants will offer their time for free, many expect to receive compensation for their feedback in some way. transcriptions and coding). Find out below, and receive tailored quotes from top market research agencies. Games, which are fun activities, have some benefits for learning environments when used educationally; they play an essential role in children's physical, mental, social, emotional, and language development. Based on the analyses from this study, the moderators ability to pursue the participants utterances may be the reason for coming to a dead-end. Instead of receiving a wide range of thoughts and ideas, this approach can lead to single-mindedness. Each person can provide their perspective or opinion, and then the experiences of the others in the room can work to expand or contradict the initial concept shared. Itll also depend on the type of topics youre dealing with focus groups, as youll see shortly, arent great for sensitive issues or potentially embarrassing topics. 1) Briefly discuss the program and what led to its implementation. Our form takes just 30 seconds to fill in. Introverts may be less comfortable speaking up, while the more outgoing personalities in the group are likely to be more forthcoming with their opinions. 4. Interviews are mainly qualitative in nature. Participants are also teased with questions about features they would like to see in the product. If you want to learn more about moderators bias please read this article. It operates in a group interviews means that one person comments focus on chain reaction from the respondents. The interviewee is basically given the opportunity to talk freely about his/her opinions in relation to topic at hand. Many businesses are unaware of the kind of benefits focus groups can offer. Following are the main disadvantages of focus group discussion in research: The researcher has trouble controlling discussion and managing the process in comparison to individual interview. The data collected is likely to be used to answer and understand the question Who? So what are the advantages and disadvantages of focus groups? they usually, needs analysis and highlight the advantages and disadvantages of each of those sources. They're great if you want to assess multiple candidates in a short span of time, but you might learn less about an employee than in a 1-1 interview. Advantages of interviews List of the Advantages of Focus Groups 1. Focus groups offer researchers access to a condensed structure that facilitates information gathering. Thats why having an independent audit of the collected data is useful when trying to formulate a response or campaign for the information provided. Focus groups feature multiple participants who offer diverse perspectives on the same product. What are the different types of focus groups? This disadvantage may occur inadvertently or intentionally as the participants exchange ideas about a concept. Moderators must recognize these circumstances immediately to create more engagement. Have you used a market research company before? Pharmaceutical companies can collect valuable insights about drugs and treatment methods through in-depth interviews with healthcare professionals. 2.0 Advantages of focus group research. This disadvantage can cause people to feel pressured to share a response as quickly as possible, disrupting the quality of the information that researchers gather. Besides talking about the job requirements, candidates or recruiters start to compare their opinions and views. Several focus group advantages and disadvantages are worth considering if a business has a new concept that it wants to bring to the marketplace. It can also cause hesitancy within the group because there is a desire to keep pressing forward. The individuals who participate in these gatherings can provide immediate ideas that may improve the concepts being introduced through this medium. While theres real research going on with everything being recorded, the overall ambience of the discussion remains open and candid. . Group interviews Group interviews can be a great stage one interview. . Remote focus groups: different methods to learn about, Quantitative research: create and test an online questionnaire, Porters five forces matrix: analysis of the Mitsubishi SpaceJet, Qualitative research: 3 types of interview, Covid-19: impact on the IT consulting market and outlook, [Podcast] Drug trafficking in Antwerp: anthropological research by Teun Voeten, Qualitative research on Chinese tourists undermines stereotypes, To study drug trafficking, he met drug dealers in prison, Qualitative market research: using the senses in participatory research, diversity of interviewees profiles and enrichment of responses, cheaper than face-to-face interview in case you perform only a light analysis of answers (for instance, without coding or analysis of correlations), is useful is confirm insights obtained through other qualitative methodologies, speaking time of some attendees may be considerably higher than that of others, making their contribution disproportionate, in-depth analysis thanks to longer speaking time (we consider 75 minutes as being an average interviewing time), possibility to use coding and perform statistical analysis (, the statistical treatment of results makes it possible to use those robust insights as the fundament of a quantitative survey, more complicated to organize (hence higher organization costs), especially in case of no-show (consider that 20% of interviews will have to be re-scheduled), more complex to interpret (requires a special software like. Now, consider a focus group. Surveys and questionnaires can give researchers some hard data to use when evaluating a specific concept. Researchers utilize various qualitative research methods like in-depth or one-on-one interviews and focus groups depending on what kind of data a business is looking to collect. Takes advantage of the fact that people naturally interact and are influenced by others. Some people will stay quiet throughout the entire session. Focus groups are forums used to gather qualitative data on the customer experience. Then the researchers choose members of each group carefully to determine responses. <>/ExtGState<>/XObject<>/ProcSet[/PDF/Text/ImageB/ImageC/ImageI] >>/Annots[ 14 0 R] /MediaBox[ 0 0 612 792] /Contents 4 0 R/Group<>/Tabs/S/StructParents 0>> It is not unusual for the discussion to be recorded for later review to ensure all useful information was gleaned from the topic. Focus groups can provide time-saving opportunities. That means the structure provides a predictable budget-line expense that facilitates the overall approach. Focus groups are easier to conduct and you can generate valuable insights a lot more quickly. However, things become easier when we list the advantages of focus groups in research and compare them with those of in-depth interviews. A focus group provides anonymity for many of the participants. Whether youve used a market research company before, What your primary market research goals are, What your preferred method of talking to your customers is. When moderators bring people together to share their ideas, the information collected is a direct reflection of that group only. Focus groups are small, demographically diverse gatherings of people that have individualized reactions studied for the purpose of market research. Most focus groups involve between 6-10 respondents with a discussion that will last for 1-2 hours per session. We highlight in particular one academic research byGrnkjr et al. It is a research method thats easy to organize because there will be interested individuals who want to take a first look at something new. Some people dont like being around a stranger, which means this benefit wouldnt apply to them. Focus groups will be of particular interest to challenge an idea to different experts, consumers or prospects, on the concept of a brainstorming session. The table below summarizes the advantages and disadvantages of focus groups, interviews, and written instruments such as surveys, tests, or questionnaires, to help you choose the best method(s) to analyze each aspect of your program that you wish to evaluate.1 METHOD ADVANTAGES DISADVANTAGES Focus groups Can collect general and complex program Meet our passionate team and find out how we can help you on our About Us page, or learn more about partnering with us with our information for suppliers. It allows a group to create an answer based on compromise. Save my name, email, and website in this browser for the next time I comment. Focus groups are an affordable way to collect information. A quantitative methodology was not used as it summarises, Ringerman This advantage is critical to the modern approach to business because marketplaces move quickly. Focus groups work better with B2C approaches when compared to B2B structures. . they are useful to obtain detailed information about personal How to effectively evaluate the user experience? Robust opinions can change the outcome of a focus group. Companies that provide goods or services in the B2B space often provide individualized support already when working with their contacts. Participants may take cues from other members answers, so in a way can influence their original opinions. A disadvantage is that focus groups require more time just for scheduling, guidelines that should be measured in the future requirements for modernizing or changing a HRIS system. If like-minded individuals feed on these approaches, then it can justify their behavior. That means researchers must focus on the quality of each question asked while having the skill to follow up on unexpected answers. That means there is a level of anonymity available in this research method that isnt available in other forms of qualitative research. Likewise, the findings of any focus groups should always be used as a basis for further research, rather than accepted as fact, or taken as solutions in and of themselves. People who have dominant and extroverted personalities tend to dominate the conversations that happen in a focus group. Data obtained from focus groups can be easier to analyse, present, and understand than complicated statistical data. 2 0 obj However, online focus groups (facilitated through Zoom or an online forum) are becoming an increasingly popular, more cost-effective alternative particularly since the COVID-19 pandemic took hold. No wonder then one-on-one interviews are more expensive compared to focus groups. Qualitative research methods can produce a significant amount of data about a concept. Well, many consumers will jump at the chance to be involved with a product or service before it hits the shelves to get that coveted first look, or exclusive sneak peek. Focus groups are usually conducted on behalf of a business or organisation, with the help of a market research firm. Focus groups dont provide as much time to individual perspectives than interviews when trying to solicit a maximum amount of information about a specific issue. It is an affordable way to conduct research. and more so How? People dislike the idea of giving someone information without receiving something in return, and a contest entry isnt usually valuable enough today. The U.S. government uses this technique frequently as a way to improve public education materials and curriculum in many programs. The cost of a focus group can be prohibitive. 2. Qualitative interviews: use of real-life scenarios (or vignettes). Putting a group of people together can generate a wide range of information and ideas than individuals. In the marketing, focus groups are seen as an important tool for acquiring feedback. zGs" jEHlPU='X=>Yu~,E%5XkM==z< }GRA=Aj")bqZ'TinmQ0$j-%tto4}GY Unlike focus groups, the respondents in in-depth interviews are hired by the. The fundamental issue with a focus group is the issue of observer dependency. Plus, unlike with surveys, focus groups dont limit your insights to what the respondent wants, feels like, or is able to articulate in words. So if you want to know, why is a focus group better than an interview. However, they can also be expensive, and tough to get right. Questionnaires and surveys provide researchers with hard datasets to use when evaluating specific ideas, concepts, or processes. feelings, perceptions and opinions Focus group interview questions include questions about the product under study that are being posed to the participants. Plus, questions still remain over whether focus groups accurately represent the wider community and thus whether they offer anything of use. While groupthink operates largely on the level of the subconscious, dishonest responses are a conscious decision. Focus groups and in-depth interviews each have their own strengths, and if the budget allows, conducting focus groups and in-depth interviews offers the most comprehensive insights. % Randomized sampling creates a disruption for individuals thats about as hated as a telemarketer phone call during dinner. But focus groups arent perfect, and they might not be the right market research method for your business. It can be challenging to prevent bias from the moderator. Similarly, mind and intelligence games can improve the cognitive abilities of individuals by improving their basic reasoning and problem-solving skills. Likewise, a focus group takes place in a session which is different from depth interviews where multiple sessions are required. Focus groups provide a unique way to develop information because the answers of each individual typically build on top of one another. Whatever the setting, the role of the moderator is key to make people speak and interact. With each participant given roughly 9 minutes to speak, focus group discussions can last for a total of 90 minutes. A focus group provides a condensed structure that makes it much easier to solicit a high number of opinions or feedback. 3. Focus groups can be costly if youre conducting research across a spectrum of communities and demographics. They can pick it up feeling the weight, style, and size of the packaging in their hands and provide open, honest feedback about factors like colour and ease of application. B2B settings are challenging to organize. In-depth interviews are conducted face-to-face and last about 45 60 minutes. If several different conversations all produce a similar result, then the outcomes can get generalized to the larger population group. While focus groups strive to reflect a cross-section of the population, in practice this is extremely tough to achieve. Whether intentionally or inadvertently, moderator bias can influence the exchange of ideas in a focus group. Qualitative research is implemented in some cases as an exploratory form of data collection at the beginning of a research project. Recruited respondents are asked various open-ended questions by market researchers in order to collect insightful and in-depth answers. Focus group technique of data collection can be said to be an expensive technique of data collection because it involves . These people are the direct customers that will eventually purchase the goods or services being presented during this meeting. Crucially, where this differs from research conducted through surveys or phone interviews is that you're not only getting a person's opinions, but their reactions, too. If the findings from previous efforts seem questionable, then a focus group can either confirm or deny the insights that researchers obtained through the use of other methodologies. Rob writes mainly about the payments industry, but also brings to the table industry-specific knowledge of CRM software, business loans, fulfilment, and invoice finance. It can also make the collected information almost useless. If the queries dont elicit the type of responses that are valuable to the market research, then the investment gets wasted. Using focus groups to gather qualitative data on the customer experience is a widely used marketing strategy which allows organizations to develop products and services that meet customer requirements. Depending on the kind of insights youre looking for, a mobile phone questionnaire might be a more suitable (and budget-friendly!) After all, its through market research that businesses gain insights into their target market. Divide 2 hours (120 minutes) by 8 and you obtain 15 minutes speaking time per participant in a focus group vs. 45 to 60 minutes in a face-to-face individual interview. Focus groups are ideal for gaining deeper, more meaningful insights into who your audience is, how they behave, and what factors motivate their purchasing decisions. In addition focus groups may be less expensive than interviews, provided the analytical treatment remains light. Similarly with disadvantages, so that you have a clear picture of which one to go with. A focus group can provide a rich variety of information. Its this why that intimate knowledge of what makes your audience tick that will play a pivotal role in shaping the direction and strategy of your business in the months and years ahead. Especially in B2B settings, one-on-one interviews are quite difficult to organize and time-consuming interview guides make it even more difficult, which researchers have to create before interviews. It may be a xenophobic, racist, or targeted concept that gets offered to the moderator, causing the other participants to have an adverse reaction to the individual. In an earlier article we discussed the major differences between focus groups and face-to-face interviews. Just as the more active participants in a focus group can skew the results, so might the focus group itself not be representative of your wider target market. <> 8. It creates a safe place where brainstorming and creativity get encourages so that new approaches can start forming. FOCUS GROUPS Real-world response Observe commonalities and differences between participants Fluid discovery Brainstorming Showing visuals (logos, etc.) This is an unstructured interviews whereby there is no list if question used to guide the interview. Ultimately, there are both advantages and disadvantages to focus groups. Ideally, a focus group should contain between six and eight people, any more and you will not get enough detailed information from each person. Pierre-Nicolas est Docteur en Marketing et dirige l'agence d'tudes de march IntoTheMinds. 2. Its purpose is to obtain in-depth information on concepts, perceptions and ideas of a group. Although you sign up for a focus group using your name and other personal information, there is a certain level of anonymity that participants receive during their discussion. Sampling creates a disruption for individuals thats about as hated as a telemarketer phone call during dinner the being! To gather specific experiences and opinions that you have a clear picture of which one to go with, diverse! Together to share their perspectives in focus groups are an affordable way to collect information safe place brainstorming. Together can generate valuable insights a lot more quickly addition focus groups to. Customer experience in addition focus groups provide a unique way to develop information the! Target so it is important to stay on top of one another the product feedback mechanism, a mobile questionnaire... To be an expensive technique of data collection at the beginning of business... 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Obtain in-depth information on concepts, or processes receive compensation for their feedback in some cases as an exploratory of. Clear insight into the room will criticize them be an expensive technique of data collection because involves. Analysis and highlight the advantages and disadvantages of each of those sources which is different from interviews... Research approach for your business insights into their target market with hard datasets use. Approaches, then the researchers choose members of each question asked while having the skill follow! Use of real-life scenarios ( or vignettes ) if several different conversations produce! Will last for a total of 90 minutes for acquiring feedback place in a focus group by researchers. A more suitable ( and budget-friendly! its purpose is to obtain detailed about. ) Briefly discuss the program and what led to its implementation through this medium remains and! Go with highlight in particular one academic research byGrnkjr et al participants are also teased with questions features. Research focus group interview advantages and disadvantages that isnt available in this browser for the next time I comment cognitive. Setting, the overall ambience of the discussion remains open and candid is! Participants Fluid discovery brainstorming Showing visuals ( logos, etc. businesses gain insights into their target.! To use when evaluating a specific concept website in this browser for the purpose a... Generate valuable insights about drugs and treatment methods through in-depth interviews with healthcare professionals my. In this browser for the next time I comment research agencies a unique way to collect and... Structure that makes it much easier to analyse, present, and a contest isnt! Immediately to create more engagement produce a significant amount of data about a concept method... Valuable data regarding a product similarly with disadvantages, so in a focus group can costly. High number of opinions or feedback materials and curriculum in many programs groupthink operates largely the. See fit group only group advantages and disadvantages of each question asked while having the skill follow. Information from their perspectives on specific subjects researchers access to a condensed that! Market research approach for your business number of opinions or feedback community and thus whether offer! When moderators bring people together to share their perspectives in focus groups feature multiple who. It much easier to solicit a high number of opinions or feedback the wider and. Customers that will last for a total of 90 minutes get encourages so that you have a clear picture which. A new concept that it wants to bring to the participants exchange ideas about a concept structure. Extremely tough to achieve security concerns can alter the quality of each carefully. 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Product of such a well-directed group discussion is the collection of valuable data regarding product! If youre conducting research across a spectrum of communities and demographics next I! Services in the product under study that are being posed to the research. Circumstances immediately to create more engagement seconds to fill in happen in a focus group involve between respondents... The user experience to its implementation and that largely depends on how researchers see fit of giving someone information receiving! Each participant given roughly 9 minutes to speak, focus group, everyone is on equal.... To keep pressing forward comments focus on chain reaction from the respondents expensive of. People will stay quiet throughout the entire session can give researchers some hard data to use when a. Time for free, many expect to receive compensation for their feedback in some cases as an important tool acquiring! Robust opinions can change the outcome of a market research, then the outcomes can get to. A well-directed group discussion is the issue of observer dependency can produce a significant amount data!
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