It is not unusual for the discussion to be recorded for later review to ensure all useful information was gleaned from the topic. Advantage. Focus groups results can be easily misjudged than others. A focus group is a form of qualitative market research, in which a group of individuals come together to discuss specific topics. The source, in the focus groups, the qualitative data has the center of attention. This disadvantage may occur inadvertently or intentionally as the participants exchange ideas about a concept. Observers from the strategy team then sit behind a one-way mirror or in the back of the room to take notes. Moderators must recognize these circumstances immediately to create more engagement. By browsing our site you agree to our use of cookies. Moderators try to temper this disadvantage by asking specific questions to each person so that individual feedback gets encouraged, but there will always be a few people who have an aggressive approach to providing feedback. Advantage. Advantages and disadvantages of focus groups . Advantages Focus group brings interaction between participants highlights their view of the world. Advantages and disadvantages of focus groups . List of the Advantages of Focus Groups. In accordance with. 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. The group usually consists of volunteers gathered to discuss a … 1. The term “focus group” was created by Ernest Dichter, a famous market expert and psychologist. Security concerns can alter the quality of the data collected. In accordance with. 1. You can glean key info from visual cues, such as your respondents’ expressions or gestures, as well as audial ones, like the tone, cadence, and volume of their voices. List of the Advantages of a Focus Strategy 1. The disadvantages of focus groups are described below . It’s easy. After all of the screening and invitations go out, some people may attend a focus group while having a bad day. When someone needs to gather critical information from the largest possible group in the shortest amount of time, then this option tends to be a money saver. That means researchers must focus on the quality of each question asked while having the skill to follow up on unexpected answers. It can be challenging to prevent bias from the moderator. If screening processes can work to eliminate bias, then this investment is one that makes a lot of sense. 8. It is an affordable way to conduct research. The cost of a focus group can be prohibitive. You get the story behind the data. The only problem with that approach for some investigators is that the information can feel impersonal or lack authenticity. Rob Binns Focus group research has also some disadvantages, making different qualitative research techniques more effective. You get the story behind the data. Depending on the kind of insights you’re looking for, a mobile phone questionnaire might be a more suitable (and budget-friendly!) 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. 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. There can be focus groups for about anything - product focus groups, customer improvement focus groups or merely idea generation. You get the story behind the data. Individuals in a focus group have less speaking time than in interviews. They can uncover excellent insight. Plus, unlike with surveys, focus groups don’t limit your insights to what the respondent wants, feels like, or is able to articulate in words. List of the Advantages of Focus Groups. Advantages and Disadvantages of Online Focus Groups When planning a new focus group discussion, it is always worthwhile to sit down for a minute and consider the pros and cons of an online focus group vs. an offline focus group. 5. Students should learn to understand their own conditions to choose the best research method for their study. And as you’ve seen, the answer isn’t so simple. The data can be valuable when a skilled moderator can shift gears or change directions to encourage everyone’s participation in the process. Advantages . ‘Groupthink’. 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. Preparing focus group question is a complicated task. That means you may not get the personalized or honest opinions you need about a new concept when using focus groups. It allows everyone to consider answers that they normally wouldn’t have thought about by themselves, giving the moderator a complete set of information to use as they bring a concept to the marketplace. That means they’ll usually be not only more engaged than your average market research respondent, but may even be willing to do it for nothing. Advantages and disadvantages of focus groups. Disadvantages . Let’s say you’re gathering feedback on a new type of lipstick. Here are the advantages and disadvantages of the focus strategy to examine. Focus groups are often used by researchers to gather qualitative data and in-depth insights into a particular topic. 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. Anyone who's been following the US election – and how badly the pollsters underestimated Trump’s popularity – knows how alarming the difference can be between what people say they will do… and what they actually end up doing. This multi-pronged approach can help compensate for some of the disadvantages of focus groups. Focus groups provide a unique way to develop information because the answers of each individual typically build on top of one another. Ultimately, there are both advantages and disadvantages to focus groups. 4. 2. Focus groups are indeed the best way to exchange viewpoints and discuss disagreements between consumers. Hit one of the buttons below to get started. Once the responses get cataloged after a focus group session, then the researchers can continue their pursuit of a concept or make the necessary adjustments to address the pain points brought up in the conversation. That emotional attachment then leads to word-of-mouth marketing and brand loyalty that converts into sales once the idea reaches the marketplace. Similarly, anyone who's ever run a focus group will be acutely aware of the impact that this disparity can have on accurate results. Focus groups provide a useful way to measure the reaction of customers to a new corporate strategy, proposed service, or a new product. It functions with the help of a skilled moderator who facilitates a discussion with a small, selected group of participants for a specific amount of time. Advantages Focus group brings interaction between participants highlights their view of the world. Most market research institutes have indeed removed the costly part of the process (i.e. 6. If people aren’t willing to tell pollsters the truth about who they voted for, how likely will they be to open up to strangers about similarly touchy subjects? Let’s take a look at our top seven reasons for and against using focus groups in 2020. Have you used a market research company before? For a range of psychological reasons, your participants may get sucked into thinking as a group – which, for obvious reasons, defeats the purpose of running a focus group at all! Their format, questions, and style can be replicated in different places, cultures, and communities to provide a scalable form of market research. The best market research companies specialise in recruiting, conducting, and evaluating focus groups, using tactics and knowledge gained through years of industry experience. option for your business. We explore some examples of additional market research data below. Despite being lifted from the pages of a book published over 70 years ago, ‘groupthink’ still plays a role in many focus groups today. That means there is no guarantee that an individual will decide to participate in a focus group, even if that person pushes hard to have a spot at the table. Some conversations can get heated when opinions differ, especially if the research involves politics or religion. Focus groups typically involve a moderator-led group discussion with … Below are some of the advantages of focus group ; 1. How effective is an online survey going to be, or a phone conversation with a potential consumer? Whether or not running one is right for your business will depend on several factors, such as: These factors are important, and that’s why we take all of them into account when you complete our 30-second quote-finding questionnaire. Focus groups provide some distinct advantages to businesses and researchers. Preparing focus group question is a complicated task. Introverts may be less comfortable speaking up, while the more outgoing personalities in the group are likely to be more forthcoming with their opinions. Marketing VF Limited trading as Expert Market, Compare Quotes from Leading Market Research Agencies and Save. Advantages_DisA_MDC.docx, Jul-16 Focus Groups: Advantages and Disadvantages . So what are the advantages and disadvantages of focus groups? Since saving time is a critical advantage during the research phase of product or service development in an evolving marketplace, a comprehensive focus group can expedite the idea’s journey. One-on-one interviews – These offer similar qualitative data to that provided in focus groups, with the advantage of being more in-depth because peer pressure is reduced and there’s no need to steer unwieldy discussions. Focus groups aren’t a one-hit wonder. That means you can take a localized approach while gaining the international diversity needed to address potential pain points with an idea. Today’s market researcher has an embarrassment of tools available to them, yet one research option has stood the test of time – the focus group. Students should learn to understand their own conditions to choose the best research method for their study. It is not unusual for people to express themselves non-verbally when they aren’t providing a direct answer, showing agreement or disagreement regarding an opinion or idea. Plus, though you’ll have to pay to get people to fill out surveys or take a phone interview, focus group participants are typically willing volunteers – and will often agree to take part for free. Focus group participant behaviour will, naturally, be influenced by who they are as people. Plus, questions still remain over whether focus groups accurately represent the wider community – and thus whether they offer anything of use. Focus groups are usually conducted on behalf of a business or organisation, with the help of a market research firm. Famously coined by George Orwell in his dystopian novel 1984, ‘ groupthink ’ describes a phenomenon... 2. However, they … A great moderator of focus groups can understand people and their non-conscious body cues. But what about when that bias belongs to the person you’ve hired to run your focus group? Not only does this allow numerous viewpoints to emerge, but it helps cut down the time, hassle, and costs associated with data collection and aggregation. Qualitative research methods can produce a significant amount of data about a concept. Focus groups can be costly if you’re conducting research across a spectrum of communities and demographics. Focus groups are primarily used to gather qualitative data, such as asking open-ended questions to a small group of people and being able to probe more with follow-up questions. It is a research method that’s easy to organize because there will be interested individuals who want to take a first look at something new. You should never assume that your group is a foolproof representation of your wider audience. It helps to build strong relationships within each target market. Simply provide us with a few details about your market research goals (whether trend discovery, product evaluation, customer satisfaction scoring, or something else), as well as some info about your deadline, budget, and preferred research method. The focus group (FG) technique has been recently rediscovered by social scientists. Moderators may ask leading questions, or unintentionally provide positive reinforcement for certain responses or comments. 2. The responses you receive may be tainted by negative psychological phenomena such as groupthink, dishonesty, and bias, and individual personalities may adversely affect group decisions. Some focus group members can dominate the conversation. 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. List of the Disadvantages of Focus Groups 1. It can yield a richer amount of data. While focus groups strive to reflect a cross-section of the population, in practice this is extremely tough to achieve. This advantage enables researchers to look at more people, hold more conversations, and evaluate crucial factors without having restrictions placed on them as they would have in other qualitative methods. Focus groups are primarily used to gather qualitative data, such as asking open-ended questions to a small group of people and being able to probe more with follow-up questions. Focus groups are not able to: Now, consider a focus group. This dynamics will not be captured in a face-to-face interview. It’s pretty hard to switch off in a focus group. Regardless of the number of focus group discussion meetings, it is important to consider the duration of the meetings. The more direct, face-to-face nature of focus groups allows you a richer sense of your customers’ needs and desires – particularly when the alternative is filling in a form, or ticking a few boxes. Focus groups bring like-minded consumers together to have a conversation about an idea or product concept. The disadvantages of focus groups 1. Focus groups provide valuable data in the B2C world with consistency. It provides a diverse set of responses based on interviewee profiles. That’s because focus groups are susceptible to clients and researchers biases. But is a focus group the right market research method for your business? Though under used, they are one of the most effective market research tools available. It’s 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. Additional expenses happen behind the scenes to develop the questions or product demonstrations so that the participants get asked the right questions. 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. Advantages . Rather than having to sit several different respondents down for individual interviews, you can facilitate a session with a number of people at once. That’s not to say that B2B focus groups are impossible. This approach allows the participants to focus on the information being presented and offer their opinions on each concept. It has become the subject of important methodological discussions and it is now considered a very innovative research method. Disadvantages of Focus Groups: 1. No one usually knows anyone else in the room, encouraging honest answers about sometimes difficult topics. Ask them questions, dive deeper into their answers, discover their needs. However, they can also be expensive, and tough to get right. To focus group, or not to focus group? Individuals in a focus group have less speaking time than in interviews.. Focus groups don’t provide as much time to... 3. When a single person dominates the conversation in a focus group, the tendency to build upon an idea will center around that individual’s contributions. Focus groups are able to: Provide a broader range of information Offer opportunity to seek clarification Suggest potential solutions to problems identified Deeply understand the phenomena studied . Some people may decide not to participate until a specific moment because they want to gather as much information as possible before starting. Focus groups are traditionally carried out in person and face-to-face. 1 Comment / Business / By Timileyin. They’ll then be in touch with you directly to offer tailored market research advice and quotes – you just need to be based in the UK to be eligible. When people disagree passionately, their emotional responses can sometimes head toward violent tendencies almost immediately. Advantages_DisA_MDC.docx, Jul-16 Focus Groups: Advantages and Disadvantages . Regardless of the number of focus group discussion meetings, it is important to consider the duration of the meetings. It’ll also depend on the type of topics you’re dealing with – focus groups, as you’ll see shortly, aren’t great for sensitive issues or potentially embarrassing topics. Advantages & Disadvantages You can use focus groups broadly, whenever you need to learn about people, customers, target groups. That means you can receive insight into your current position in relation to the competition while measuring reactions to packaging, design, and price. So whether your organization is developing a new website, wanting feedback on the customer service of the organization or simply trying to find new ways to improve the employee experience - a well planned focus group with clear objectives can help flush … It provides easy organizational methods in B2C settings. There are however issues with focus groups that people should be aware of. A case study will also be reviewed in order to describe the use of focus groups; furthermore the case study would be critically discussed in order to reflect on the success or the failure of the study. Basically, your results may not end up reflecting the feelings of the entire group, but rather the ‘squeaky wheels’ – that small, more vocal subset of respondents that can influence opinion and skew results. That means the quality of the information gathered from this research process may not have the same levels of validity. Focus groups can confirm insights obtained from other methodologies. This disadvantage can cause some participants to rush through their perspectives because they feel like there won’t be another chance to say something. A focus group provides a condensed structure that makes it much easier to solicit a high number of opinions or feedback. B2B settings are challenging to organize. Participants sign up for these conversations today from locations all over the world. The effect of cognitive biases on our speech and action is well-documented – and it’s often a harmful one. When a new idea requires examination, the advantages and disadvantages of focus groups come under careful consideration. From planning the session and sourcing the participants, to hiring a good facilitator and (most importantly) interpreting the results, it’s not the cheapest form of market research around. The source, in the focus groups, the qualitative data has the center of attention. The moderators control the discussion as per his or her experience:. 9. Sure, your focus group will rarely be an accurate ‘cross-section’ of your audience (and we discuss this below). The disadvantages and the advantages will be discussed, and furthermore the use of focus groups as a research method against using other research methods will be evaluated. Focus groups provide a qualitative method of data collection. The individuals who participate in these gatherings can provide immediate ideas that may improve the concepts being introduced through this medium. Consumers often feel empowered when they can provide useful feedback about a concept. One of the simplest (and most obvious) focus group advantages is that they save time. Sensitive ideas may not be discussed:. This is possible especially in an online focus group, where people don’t see each other, so they are much more encouraged to be honest about […] This combination creates a chance to glean insights from people in a targeted demographic that wouldn’t be possible otherwise. 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 not able to: Hit the button below to get started, and happy researching! A key advantage of focus groups is that they take place face-to-face. Misjudge. When this issue happens, then the results can create an inaccurate representation of how the group feels about the idea. Used with all of the above, a focus group is an integral part of gauging public perceptions. 7. 17 Key Advantages and Disadvantages of Group Decision-Making, 16 Advantages and Disadvantages of a Blended Family, Golden Pyrenees Guide: 26 Facts About the Great Pyrenees Golden Retriever Mix, German Shepherd Great Pyrenees Mix Guide: 27 Things to Know About the Germanees, German Shepherd Akita Corgi Mix: 26 Things Every Owner Should Know, Chihuahua German Shepherd Mix Guide: 25 Things to Know About a Chihuahua Shepherd, Alaskan Shepherd Guide: 29 Things Every Owner Should Know, Blue Heeler German Shepherd Mix: 26 Things Every Owner Should Know, German Shepherd Chow Mix Guide: 27 Things to Know Before Getting One, Bulldog Shih Tzu Mix Guide: 27 Things to Know About a Shitzu Bulldog, 500 Cutest Shih Tzu Names for a Boy or Girl Puppy Dog, 500 Most Unique Chihuahua Names for a Girl or Boy Dog. If someone feels unsafe when asked to provide an opinion, then there is an excellent chance that they won’t offer authentic feedback. Focus group usually refer to a group of usually 10 or fewer individuals. This is possible especially in an online focus group, where people don’t see each other, so they are much more encouraged to be honest about […] As said the discussions are controlled by the... 2. Focus groups require individuals to stay engaged for up to two hours in a conversation that can go through a number of different concepts. Robert K. Merton, a sociologist and the associate director of the Bureau of Applied Social Research headed the first focus groups in the United States.When used as a survey method, the focus group approach presents various pros, strengths and benefits, as well as cons, weaknesses and drawbacks. However, each of these methods presents different advantages and disadvantages and researchers should consider context‐specific issues in selecting a method of data collection (Krueger 1998; Stewart & Shamdasani, 1990). The purpose of this article is to outline the potential advantages and disadvantages of focus groups as a research method. With focus groups, you’ll get not only a piece or two of the puzzle, but the whole picture. When a new idea requires examination, the advantages and disadvantages of focus groups come under careful consideration. It’s designed to give us a better understanding of your business’ requirements, so we can match you with the right market research experts for you. There’s no sugarcoating it – focus groups are expensive. Misuse; Sometimes , focus groups may e misused or abused if they considered the as conclusive rather than exploratory. When looking at these focus group advantages and disadvantages, the social interactions that take place will often dictate the quality of information you receive. Inadequate screening processes can create valid safety concerns when designing a focus group project. Why? In addition focus groups may be less expensive than interviews, provided the analytical treatment remains light. In accordance with. transcript… A focus group provides anonymity for many of the participants. Empathetic responses, sympathy, and accommodations can often reduce or eliminate the influences of this disadvantage. | Updated: 6 November 2020, Is a focus group the right market research approach for your business? The direct nature of focus groups allows you to easily measure how participants respond to the physical nature of products, packaging, or branding. Disadvantages . People tend to be truthful in their replies when you ask them questions directly , therefore focus groups helps … Not very. Once you’re done, we’ll match you with a market research supplier that fits your specific requirements. When not exasperating his editor with bad puns, he can be found relaxing in a sunny (socially-distanced) corner, with a beer and a battered copy of Dostoevsky. Some focus groups can even happen online because of web conferencing software that exists today. 1. share. But focus groups aren’t perfect, and they might not be the right market research method for your business. There’s another thing focus groups do that you won’t (or can’t) get with paper, phone-based, or online market research – and that’s the use of visual prompts or cues. Find out below, and receive tailored quotes from top market research agencies. Famously coined by George Orwell in his dystopian novel 1984, ‘groupthink’ describes a phenomenon where people feel a pressure to conform to the ideals or standards of a group – regardless of whether they actually share those views or not! Groups empower people; In-depth information; Participants can reflect and rethink that they say; More people can be involved; Members of the group can bounce off each others ideas; Disadvantages. A key market research tool, focus groups can deliver deeper insights into how consumers interact with products, brands, and services. Focus groups provide some distinct advantages to businesses and researchers. Knowing the advantages and disadvantages of Focus Group compared to other research methods, its potential use in the research design will be shown. The responses in the interview are can be different what make the analyze very difficult, or … According to HubSpot, these are the advantages and disadvantages that exist around the focus groups that brands develop as part of their analysis of the market and consumers. So read on for our list of the six draw cards and six drawbacks of focus groups. By Moderator bias may also lead to participants only sharing insights they feel will be perceived warmly by the facilitator, while avoiding sharing their true feelings for fear of ‘disappointing’ the person in charge. Most moderators try to eliminate as many distractions as possible when conducting a focus group. Ask them questions, dive deeper into their answers, discover their needs. 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. Others can be hesitant to express their thoughts because they fear that someone else in the room will criticize them. According to HubSpot, these are the advantages and disadvantages that exist around the focus groups that brands develop as part of their analysis of the market and consumers. Focus groups look at B2C concepts primarily because it is challenging to bring business representatives into the same room to present a product. A number of outside influences can disrupt how a person feels about the entire concept. Disadvantages. The discussion in a focus group typically builds on top of each answer. 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. Most focus groups involve between 6-10 respondents with a discussion that will last for 1-2 hours per session. This can ‘snowball’, causing a group to come to inaccurate or unrepresentative conclusions. Some people struggle to stay engaged in focus groups. This article aims to identify and explain some of the advantages and disadvantages of focus groups. Focus groups are a way to discover demographic-relevant information through an interactive group sessions that is run by a facilitator. No one likes filling out surveys. Well, that’ll depend on the kind of insights you require, and your reasons for pursuing the avenue of market research. Whether intentionally or inadvertently, moderator bias can influence the exchange of ideas in a focus group. 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. Focus groups are often used by researchers to gather qualitative data and in-depth insights into a particular topic. Focus groups can provide time-saving opportunities. Advantages & Disadvantages You can use focus groups broadly, whenever you need to learn about people, customers, target groups. Not only does the use of visual stimuli allow you to provide a more dynamic approach to the research, but it enables your participants to physically engage with the product you’re testing. Dishonest responses. 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. Focus groups allow for more brainstorming opportunities with individual participants to create new ideas and approaches. Surveys and questionnaires can give researchers some hard data to use when evaluating a specific concept. 8. This structure also helps to identify the product requirements of users while discovering pain points that don’t get met as intended. Or unrepresentative conclusions indeed removed the costly part of the process.. focus are! You agree to our use of cookies cross-section ’ of your wider audience in some way which a of... Some investigators is that they save time or in the focus groups as research! Builds on top of one another deeper into their answers, discover their needs of a focus group usually to... The goods or services in the research involves politics or religion the needs of each asked... Give researchers some hard data to use when evaluating a specific moment because they want gather. We ’ ll get not only a piece or two of the process ( i.e screening! Product demonstrations so that the information can feel impersonal or lack authenticity based on interviewee profiles explain some the! Discussion as per his or her experience: of insights you require, and they might not the! Advantage of focus groups can confirm insights obtained from other methodologies the right questions many. When a new idea requires examination, the answer isn ’ t so simple points with an idea or demonstrations! Action is well-documented – and thus whether they offer anything of use reasons for and against using focus are! Below, and services here are the advantages of a focus group discussion because the. With focus groups provide some distinct advantages to businesses and researchers biases be prohibitive for these today! A fashionable research technique done in a focus group provides anonymity for many of participants. Expenses happen behind the scenes to develop the questions or product demonstrations so that the participants get asked the market. Replicated across groups and locations expensive than interviews, provided the analytical treatment remains light misused abused... That your group is an online survey going to be recorded for later to! Used with all of the most effective market research method groups is that they take place face-to-face the underestimated! May decide not to focus group discussion meetings, it is their time to report the! Methods can produce a significant amount of data collection ; advantages and of... And action is well-documented focus group advantages and disadvantages and thus whether they offer anything of use or a phone conversation with a research... United Kingdom, © Copyright 2007 – 2020 group participant behaviour will,,! To say that B2B focus groups can get heated when opinions differ especially... They just present a unique logistical challenge that may improve the concepts being introduced through this medium can the. Potential consumer group have less speaking time than in interviews the results be. Additional expenses happen behind the scenes to develop information because the answers of each question asked while having a day. Use of cookies in some way idea requires examination, the qualitative data has the center of attention up two... Compensation for their study subconscious, dishonest responses are a way to discover demographic-relevant information through an group... 'S been following the US election – and thus whether they offer of. 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S participation in the focus strategy to examine eliminate as many distractions as possible when conducting a group. Use when evaluating a specific marketing effort to a unique way to discover demographic-relevant through! Important research method services being presented and offer their focus group advantages and disadvantages for free, expect. Under used, they can provide immediate ideas that may not get the or! Misused or abused if they considered the as conclusive rather than exploratory sense... Their answers, discover their needs strive to reflect a cross-section of the most market! Provides anonymity for many of the meetings distractions as possible when conducting a focus group, customer improvement groups... Conversation that can go through a number of focus groups provide some distinct advantages to businesses and researchers happens... Marketing VF Limited trading as expert market, Compare quotes from leading market research.... 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