Sociology uses focus groups as one of the qualitative research methods. This method is an interview focused on a specific object or subject - a product, service, social phenomenon or person.
general information
A focused interview was first used back in 1944 by scientists at Columbia University to identify people's attitudes to radio broadcasts. Nowadays, this method is widely used in sociology and various marketing research.
The state or company owners order such studies in order to find out the relationship of the real consumer to a specific object, object or phenomenon. Using focus groups, you can identify the main preferences of respondents and their impressions.
In a focused interview, various additional reinforcements are used - an audio series, a video clip about a product, images and other visual materials.
Organization and conduct of the focus group:
1. Setting research objectives and program design.
The aim of the study may be testing marketing solutions to promote a product and identifying the potential consumer's attitude to it. For example, a new brand image, a new name, a new packaging design, a new face of the company, etc. It is also used in election research with the same goals.
To obtain the necessary data, it is necessary to form a block of questions as clearly as possible and draw up the most understandable instructions for respondents.
2. Gathering a team.
A focus group is usually conducted with the participation of a moderator and several assistants. Moderator - a person who will ensure that the participants do not deviate from the topic and clarify their comments. Assistants make sure that the participants are provided with the most comfortable conditions and record the course of the interview.
3. Recruitment of respondents.
For a focused interview, usually 6-10 participants are recruited. There may be several groups. For example, a female group of 8 people and a male group of 9 people.
4. Preparation of the venue.
The participants are provided with the most comfortable conditions so that external factors do not distract them from the discussion.
5. The directly focused interview.
The duration of the focus group is usually from 1 to 3 hours. During the meeting, the assistants record the answers and elements of the participants' behavior in the discussion. The whole process is divided into blocks:
- Introductory part. The moderator welcomes the participants and explains the schedule of the meeting. Gives instructions to the participants regarding the discussion itself.
- Discussion of the product as such. What product brands do participants prefer? What guides you in choosing. What advantages do they see in the preferred brand, etc.
- Demonstration of a video clip / audio material / images of a specific product or service.
- Discussion of a specific product and attitude to the materials shown. What did you like? What not? What can be improved?
6. Analysis of the data.
