REWRITE THE PLAYBOOK
Published March 26th, 2020
Unlike surveys and polls, focus groups discussions tend to capture deep and more personal responses from consumers rather than purely quantifiable data. Focus group discussions are facilitated by researchers and marketers and are ideally conducted in small groups consisting of 4 to 8 participants.. The researcher or interviewer poses questions to expose respondents to a more open discussion about their insights, motivations, reasons and preferences. This strategy can be used by market research teams and is best applied when conducting food taste surveys, product analysis, and service evaluation and reviews.
Understanding why consumers choose certain products or brands can be a challenge. However, focus groups are a handy tool to help companies explore this and similar questions. This article will explain how businesses can benefit from focus groups, provide tips on conducting effective discussions, help you know the right questions to ask, and recommend tools to capture significant research data.
Surveys capture quantitative data while focus groups explore qualitative and other influencing factors. Focus groups can be used to uncover the reasons driving people to make a certain decision. As in the example above, middle aged women may be attracted to drink milk X due to factors such as price and quality, or other factors like celebrity endorsement.
Here are 4 ways to get started with your focus group discussion:
Carefully choose questions which can prompt more meaningful conversations. Choose engaging and open-ended questions over simple “yes” or “no” close-ended questions.
Ask open ended-questions – e.g. Why do you choose milk X over other brands?
Use probing questions – eg. When you think about the milk X product, what was the first thing that comes into your mind?
Use prompts and follow up questions – e.g. You mentioned that you like the packaging of milk X. What do you associate with the appearance of the packaging?
Conducting focus groups can help uncover underlying motivating factors of consumer behavior. This arms businesses with qualitative data to improve and adapt their product and service offering. Browse these free digital focus group templates you can use to conduct your next focus group discussions.
Focus group templates are the go-to tools of research teams for collecting qualitative data derived from open discussions. These forms can help researchers understand consumer behavior for making certain decisions. Focus group moderators can use these templates to create more in-depth and meaningful conversations.
SafetyCulture staff writer
As a staff writer for SafetyCulture, Erick is interested in learning and sharing how technology can improve work processes and workplace safety. Prior to SafetyCulture, Erick worked in logistics, banking and financial services, and retail.
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