Market research plays a key role in the creation of effective business strategies, and one of the most effective tools in this field is focus groups. In this article, we will take a deeper look at the use of these groups in market research, looking at interview scenarios, the role of the moderator, the brainstorming technique and the concept of 'focus groups'.
Interview Scenario: Shaping the Research Context
The interview scenario is a crucial element in preparing for a focus group. It defines the structure and topics of discussions, aiding in achieving specific research objectives. The scenario should be flexible, allowing adaptation to spontaneous discussions while maintaining some order in the conversation. Thoroughly preparing the scenario enables a fuller understanding of participants' opinions and needs.
Moderator's Role: Key Discussion Guide
The moderator of a focus group plays a crucial role in directing and ensuring the smooth flow of discussion. Their task is not only to adhere to the scenario but also to skillfully respond to participants' spontaneous comments. The moderator should be objective and open, encouraging active participation. Their ability to manage group dynamics directly influences the quality of the collected data.
- A good moderator is one of the basic conditions for a successful qualitative study. An experienced moderator will react to information that is unforeseen in the scenario but relevant to the purpose. In addition, he or she will not, for example, allow one person's participation in the discussion to dominate. He will also encourage the group to be more active. All this will result in obtaining maximum data for analysis from the FGI - explains Dr Monika Jaremków - R&D Director at Biostat Research and Development Centre.
Brainstorming: Creativity in Market Research
The brainstorming technique applied in focus groups allows for collecting a wide range of ideas and perspectives. Participants are encouraged to freely share their thoughts, generating innovative views on the analyzed topic. Brainstorming in a focus group can lead to the discovery of previously unseen patterns and inspire new product ideas or marketing strategies. All of this is made possible by marketing research.
See: Techniques and tools in marketing research
Focus Room: Professional Research Facility
The term "focus room" refers to a specialized room designed for qualitative research (FGI, IDI). It is equipped with a two-way mirror that allows observation of the interview without the interference of third parties. The room is equipped with an audio-video recording system (cameras, video, streaming). In most focus rooms, there is a large table around which participants and the moderator gather, facilitating information exchange and discussion.
Summary: Focus Groups as Powerful Research Tools
In conclusion, the use of focus groups in market research is an effective method of collecting data that allows a better understanding of the customer's perspective. The interview scenario, the moderator's role, brainstorming technique, and the focus room are key elements that shape the research process and impact the quality of gathered information. Focus groups enable a deeper analysis of consumer needs and expectations, providing a solid foundation for effective marketing strategies and innovative business solutions.
