Focus group

In a focus group (from the English " focus group " ) refers to a form of group discussion, which is used for example in qualitative social research as well as in market research. This is a moderated discussion several participants, which usually is based on a guide. Because of the guide with open questions one also speaks of a semi-standardized interview. Therefore, the speech also from focus group interviews. The method is based on the principles of communication, openness, familiarity and strangeness, and reflexivity. Their use is particularly important in early stages of development of studies useful in those developing ideas to create concepts and requirements are to be obtained.

Qualitative Social Research

In qualitative research, the principle of openness is to be respected in order to avoid distorting what comes in the research process to the fore. Assumptions in advance can restrict the view of the researcher and pushing in a certain direction he personally familiar. The principle of openness should enable new and possibly even surprising findings. Qualitative research assumes that a difference between the mind is brought to bear by researchers, and give the sense that the respondents.

Target

The aim of this research method is to bring the system of relevance to the participants in experience. The views of the participants of focus group interviews in the foreground. They should set their own weights and the get within the broad framework for the language question, what is important to them. The natural atmosphere as if it were the case with individual interviews should lead to a relaxed mood and thus talkativeness and openness of the participants. In order to evaluate the material obtained, the audio recording of the focus group interviews suggest.

Participant

Focus group interviews to collect qualitative data from a focused discussion of a homogeneous group. At the same time, a certain variation between the participants is necessary in order to allow conflicting opinions. The group interaction and group dynamics can lead to more in-depth information will be caused when group members hear responses from others. For focus group interviews for non-commercial purposes five to eight participants are recommended. It is also found the recommendation to invite as many as six to 12 participants.

Advantages and disadvantages of the method

Before starting the research, must be carefully considered which method is the research goal relevant and is to be used.

Benefits

  • Inspiration for further, more detailed, more profound statements
  • Inclusion of quieter participants
  • Transparency of thought and experience the world of the interviewees
  • Also "unfinished " products and templates, for example drawings, can be tested
  • Generating new information
  • Development of hypotheses about the motives of the participants

Disadvantages

  • Possible dominance of individual participants
  • Confusion with too many participants, difficulty of coordinated Moderation
  • Due to the qualitative method and the small number of unrepresentative
  • Very complex evaluation of the material
Marketing research
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