Focus Group

A focus group is a small team formed with a limited number of participants to discuss, question, and provide insights into specific subjects. It is a research method conducted within a moderated setting, often utilized as a qualitative research technique. The composition of the group includes preselection based on diverse demographic traits.

This approach proved effective by facilitating natural feedback, incorporating each participant's viewpoints and thought processes during the focus group discussion. The process involves interviews in various formats and suitable settings aligned with the topic. The panels are structured not to cater to any specific party but to present authentic information that can be interpreted as constructive criticism.

• A focus group is a gathering of individuals assembled as participants to engage in qualitative research discussions about a specific subject or topic.
• It is utilized to gather feedback and comprehend people's opinions in marketing, product development, service improvement, consumer behavior, internal management, and even to address contentious subjects.
• It is a qualitative method that deeply explores participants' perceptions, opinions, and experiences, delving into the underlying motivations and context that shape their viewpoints.
• By expressing their emotions and viewpoints publicly, participants can represent specific thoughts and like-minded beliefs to others.

A focus group is a qualitative research method where individuals are brought together to discuss a specific topic or subject. The aim is to capture a range of viewpoints, opinions, and insights from participants. It is commonly used across various fields, encompassing social, economic, sensitive, and controversial topics.

Participants share their perspectives on views, morals, emotions, attitudes, behaviors, and initial impressions during their sessions. These discussions can also encompass non-verbal cues like body language. While focus group interviews are often unstructured, they can take various formats depending on the research goals.

Its history dates back to 1937 when these groups were first active at the Princeton University Office of Radio Research, initially exploring topics related to media and communication. During World War II, the US government employed these groups to understand the influence of military propaganda films on the American public.

It involves selecting participants based on their knowledge and background relevant to the topic. Researchers guide the discussion, encouraging participants to share their insights. Compensation might be provided to ensure participants' active engagement.

It provides valuable insights into participants' in-depth views on a specific topic. They allow analysts to grasp diverse perspectives and uncover insights that may not emerge through other research methods. Participants are invited to express their experiences and viewpoints, contributing to a comprehensive exploration of the subject matter.

The characteristics of a focus group are as follows.

• Four to ten people come together to form a focus group.
• The typical discussion time varies between 60 to 90 minutes, depending on factors such as topic complexity and depth of conversation.
• One or more facilitators must be present to organize and guide the group.
• Participants engage in discussions, sharing their viewpoints, emotions, and perspectives.
• The discussions are recorded for further reference and transcribed for research and analysis.
• They are unstructured and do not adhere to specific formats or predefined circumstances.
• These are qualitative. Participants discuss data and information; outcomes are derived from natural feedback rather than quantitative deduction.
• Most participants are volunteers who willingly come forward to express their views, contributing to the authenticity of the discussions.

The steps to conduct a focus group discussion are as follows.

1. Defining the Topic: Clearly define the topic or subject they will discuss. It serves as the foundation for the entire discussion.
2. Determining Scope and Hypothesis: Determine the scope of your research and formulate relevant hypotheses. This step guides the creation of questions and helps select appropriate participants for the group.
3. Designing Discussion Questions: Develop discussion questions that are flexible, focused, neutral, and unbiased. Ensuring that the questions are well-structured contributes to the success of the discussion.
4. Participant Selection: Choose participants using appropriate sampling methods. Decide on the number of participants for the group, considering the balance between diverse perspectives and an adequate discussion size.
5. Appointing Moderators: Designate a moderator or co-moderators to facilitate the discussion. Conduct multiple focus groups to address different research questions or aspects if needed.
6. Confirming Details: Confirm with participants the focus group's time, date, and format (in-person or online). Address ethical considerations, provide the necessary information, and obtain participant consent.
7. Conducting the Focus Group: Host a session, welcoming participants and noting any factors that could influence their mood or responses. The moderator guides the discussion, ensuring each participant can contribute equally. Their role is to facilitate, guide, and maintain a conducive atmosphere.
8. Data Analysis and Reporting: Analyze the collected data. Transcribe the discussion recording and capture critical insights, impressions, and themes. Build insightful reports based on the transcribed data.

Below are hypothetical and real-world examples to understand the concept in a better way.

Example #1

Imagine a focus group gathering parents to discuss school reopening. With eight participants, including teachers, parents, and school administrators, they explore safety concerns, hybrid learning, and emotional impact. Discussions reveal diverse perspectives, from practical challenges to positive outcomes. Facilitators encourage open sharing and guide conversations, capturing valuable insights. This hypothetical focus group showcases how this method fosters in-depth understanding, helping educational leaders make informed decisions to create a safe and effective learning environment.

Example #2

A focus group of Trump supporters with vaccine hesitancy engaged with pollsters and politicians, aiming to tackle vaccine reluctance within the Republican community. With 19 participants involved in a comprehensive discussion lasting over two hours, they openly expressed concerns about the gravity of COVID-19. While they acknowledged the seriousness of the virus, they had concerns related to the vaccine due to unanswered questions.

This scenario illustrates the essence of the focus group for research. It enables leaders to gain insights into people's thoughts. Leaders can better communicate vital information and alleviate concerns by attentively listening to these discussions.

Example #3

In January 2023, the Warwickshire County Council sought participants for a focus group on climate change. They were interested in bringing community-minded residents together who were willing to shape the future direction of travel in the context of climate change. The participants were requested to read the executive summary of the Sustainable Futures Strategy draft before they met for a 90-minute online meeting; the meeting was organized under the Microsoft Teams platform.

It was mentioned that there are limited places for group participants, and applying does not guarantee anything. The Council remained in touch with the applicants for the next few weeks to let them know who they selected. The result of the survey and feedback collected through focus groups will be informed in Spring 2023 to the development of a final Sustainable Futures Strategy occurring at Warwickshire County Council's Cabinet.

The advantages of focus groups are -

• It offers real-time response and active feedback.
• Compared to long-scale surveys and other market research, it is cost-effective and less time-consuming.
• It is not based on quantitative data but rich qualitative feedback which is more helpful than reports and figure values.
• It helps in seeking the actual root cause of problems and subject matters.
• A healthy discussion can change people's perspectives and bring new information to light.
• It is a dynamic process of constantly sharing information, knowledge, opinions, and emotions among the participants.

The disadvantages of focus groups are -

• Groups are small. Therefore, one can argue over the sample size representation.
• Moderators can directly or indirectly influence the direction and result of the subject discussion.
• It focuses more on qualitative research, potentially neglecting quantitative aspects.
• If people form small groups of collective feedback or thinking, it can defeat the group's entire purpose.
• Every group member is compensated, which becomes time-consuming compared to questionnaires and paperwork.
• The time taken to recruit members, coordinate and plan the whole process adds to the overall cost of conducting a focus group.

Various methods are employed in research and data collection to glean participant insights. Three prominent approaches include focus groups, interviews, and surveys. Let's understand the differences between them.

• Focus groups and surveys involve participants, while interviews are typically conducted one-on-one.
• Focus groups and interviews yield qualitative insights, whereas surveys are geared toward quantitative data.
• Focus groups foster dynamic discussions and active feedback to gather diverse perspectives. Interviews are structured to explore specific viewpoints. Surveys often employ concise questionnaires.
• Focus groups and interviews are resource-intensive in terms of time and cost. In contrast, surveys are cost-effective and easily manageable.

This article has been a guide to what is a Focus Group. We explain its advantages, disadvantages, examples, how to conduct it, and comparison with interview. You may also find some useful articles here -

• Business Statistics
• Data Collection
• Marketing Intelligence