A focus group is a form of qualitative research in which a moderator guides a general group discussion with 4 to 12 people on specific topics to generate conversation and obtain feedback. Focus groups in market research can range from new product concept testing, to advertising testing, to employee feedback groups, to a variety of other topics. Focus groups typically last anywhere from 60 minutes to 2 hours.
Participants of the focus group are typically pre-recruited through online surveys or through a telephone call center to ensure they meet the appropriate screening and qualification criteria to attend. For example, you would not want a Coke drinker to show up to a focus group discussing Pepsi loyalty. Screening participants ahead of time assures the moderator, client, and potential focus group viewers that the group qualifies as intended.
In the vast majority of cases, focus group participants are paid for their time and opinions. This can range from at least $75, all the way up to hundreds of dollars depending on the topic and level of expertise of the participant. For example, healthcare focus groups with physicians or groups with executive-level stakeholders can range up to $300 or $500 as the reward.
In a focus group, participants sit around a table and square their attention on the moderator. The moderator uses a pre-written discussion guide prepared in collaboration with the sponsoring company. Oftentimes, participants complete written activities during the group. This guide helps the moderator organize the discussion according to the client's objectives. If the clients view the group live (often through a one-way mirror or simulcast), they have the opportunity to interact with the moderator during breaks to request additional questions or clarification.
Focus groups are a form of exploratory research to dig into the "why?" Questions about how Drive Research can assist with your focus groups? Drive is a focus group company in Syracuse, NY and has experience in recruiting, moderating, and designing focus group projects. Email us at [email protected] or call us at 315-303-2040.