An overview of Qualitative Research by Creating Focus Groups

by Barney Clay Search Engine Optimization Focus group may sound like an adjective, but it is a noun in the parlance of qualitative research. It is a type of qualitative research which aims to en quire people and discern their perceptions, attitudes, beliefs and opinions towards anything. In this form of research, the researchers generally en quire people about a product, service, advertisement, idea, concept, and/or packaging.

Method of Focus Group Research

An interactive environment is created for focus groups in which participants talk with each other without hesitation. The idea is to capitalize on the fact that people are interacting with their guard down, i.e. when they are much more candid unlike in a formal setting. Interviews may be a convenient way of gathering research data quickly; however, focus groups are used to collect significant data while the participants are interacting among themselves.

Instead of direct question and answer session, a focus group researcher encourages people to talk to each other. When the participants are asking questions, responding to them, relating anecdotes, and commenting on other participants’ experiences, a lot of very important data is generated. Knowledge and experiences of people come out as they narrate candidly what they think, how they think, and why they feel the way they do. This may not have been possible with direct interviewing.

Use of Focus Groups

This form of research was used for the first time to study the impact of films and TV programs on people. It later became quite a popular method for analysis of health education campaigns and whether public understanding of their health and sickness patterns has improved or not. Nowadays, it is also widely used by managers or employers for studying the needs and attitudes of employees.

Use in Marketing Strategy

Focus groups are considered an important tool in marketing strategy as they give important feedback on new products, ideas, concepts and other topics. One of the most important objectives of using this method of qualitative research in marketing is to develop the concept for a product. Based on this, the direction of marketing drive is idea-ted.

To state in brief, focus groups help companies to develop, name, package or test a product that is yet to be marketed. This is done by guided discussions, product views, or trials before rolling out to public at large. The bottom line is that it provides just the kind of insight into market acceptance of a product that any marketer wishes for.

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Created on Dec 31st 1969 18:00. Viewed 0 times.

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