Focus Group: qué son y por qué son importantes

The Focus Group is a market research technique that consists of organizing a discussion among a group of people to find out the group’s opinion on a specific topic.

A focus group usually lasts between 30 minutes and an hour and a half. There is always a moderator who is in charge of leading the discussion and helps the dynamics of the conversation. The group usually consists of 7 to 10 people and the members do not know each other. Likewise, the participants are selected according to their characteristics. In other words, people are sought who represent a specific consumer or who cover a range of age, location, etc. that may be of interest to the company. For example, in the case of a focus group for an anti-aging cream brand, all participants will be adults.

It is important to bear in mind that within the same study it is recommended to conduct more than one focus group to obtain more information and avoid biases.

How is a focus group conducted?

First of all, it is important to be very clear about what we want to obtain an answer about. Define the main objective of the focus group. For example, to find out if the customer is affected in the purchase decision if a cream is packaged in a plastic or glass jar, in relation to sustainability issues.

Secondly, the participants must be chosen according to the defined characteristics in order for the focus group to work properly.

Thirdly, the moderator must be chosen and it must be decided whether it is necessary for someone from the company to be present in the discussion, always as a spectator.

When conducting the focus group, it is important to try to make the members feel as comfortable as possible. In this way, the conversation will flow and the focus group will be more beneficial for the company. The moderator is the main person in charge of this.

Finally, the results are analyzed. Focus groups are usually recorded so that an in-depth analysis of the responses can be made and can be viewed as many times as necessary.

 These are the concrete and detailed steps that must be followed to conduct a focus group:

Define objectives and clarify approaches to the situation to be discussed. For example, the development of a new product or changes in a project to be carried out.

Make a list of the questions to be asked and focus them around the stated objective.

The duration should be between one or two hours.

Find a place to carry out the focus group. If it is decided to do it virtually, plan everything so that both participants and guests are aware of all the basics and know how to proceed at all times.

Regarding the start-up moment, it will be necessary to create an information leaflet with all the necessary information, a welcome note, the described objectives of the focus group and the general rules of the meeting to be held.

When it is advisable to hold a focus group

The guidelines to take into account when deciding when to hold a focus group revolve around these commandments:

 – We want to know and analyze the positioning or perception of the brand.

– To detect opportunities and risks

– Testing of usage, concepts, services or new communications.

– Repositioning of a firm or product

– Introduction or market launch of a new company

What questions are asked in a focus group?

This aspect depends a lot on the topic to be dealt with and the way you want to approach it. It must be taken into account that there are much more sensitive topics that must be dealt with more sensitively than others that are more superficial. Within the beauty and health sector, it is not the same to be doing a focus group on a treatment against skin cancer with people who have experienced it as it is to do a focus group on a treatment to eliminate cellulite.

The questionnaire is essential to meet the expectations of the market research. The questions selected will determine whether the experience will be enriching and useful in all senses and in all areas. The most important thing to keep in mind is to follow a planning, a design and to elaborate that roadmap that will determine the results of the research. These questions will reflect the objectives, interests and knowledge that motivate the realization of such a study. Clear and simple questions that encourage discussion among participants should always be asked.

The structure of the questionnaire involves this order:

– Presentation

– Introduction of the methodology

– Techniques to foster a good climate where trust is emphasized.

– Opening questions

– Transition questions to introduce the product or service

– Specific questions

– Closing questions

Why is it important to conduct a focus group and what are its advantages?

It is a qualitative technique and it is highly recommended because it helps to know the subjective opinions of the participants.

Advantages of doing a focus group:

– They offer quality information

– Greater knowledge of the customer’s profile

– Improves market strategies

– Reinforces brand strategy

– Allows to elaborate a strategy once it has been corroborated by external agents.