Focus Group
Focus Group means a type of investigation whose objective is to obtain profound social data, information related to the “infrastructure” of the attitudes and opinions that subjects may express.
EXACT Consulting and Research has available and may provide:
- focused interviews with 8-12 persons;
- Modern rooms, with all the required equipment;
- The surveillance room is always available to the client;
- Moderators with a vast experience in all the research domains;
- The interviews are entirely recorded, being available to the client any time;
- The possibility of viewing focus groups online
- Perceptual Recorder (the possibility of automatically recording the respondents’ reactions to viewing the various audio or video productions, by means of a special device)
When do we use the Focus Group?
- Before a program starts:
- Need analysis;
- Pilot testing;
- Property analysis.
- Climate analysis
- During carrying out a program
- training assessment, process evaluation, feedback, monitoring
- After completing a program
- cumulated assessment, outcome evaluation, feedback
Usefulness of focus groups
- For pilot testing: ideas, materials, promos, plans, concepts;
- For clarifying already existing quantitative data;
- Need of information for planning a quantitative research;
- For developing new ideas;
- For defining a target segment and its characteristics, in determining the strengths and weaknesses of a concept, program or product/brand etc.;
- For providing information about difficult issues that may cause the inhibition of respondents
Types of studies within the Focus Group-type researches
- Testing concepts, messages, products;
- Evaluation of publicity, promotional, electoral campaigns;
- Identifying the profile of a target group;
- Identifying the characteristics of a make/brand and positioning it among the brands that compete on the market;
- Identifying the convictions regarding a product, an idea or a problem;
- Identifying the set of values and aspirations of a target segment;
- Positioning a program, product, service on a market of similar programs, products, services
Projecting techniques used within the Focus group-type researches
- Brand and User Imagery – the personification of the brand and users in order to determine the psych-graphic characteristics of the relevant brand
- Culturing Sculpting – the brand image by comparison with the competing brands. All the brands are analyzed from the point of view of family members
- Collage technique – the participants in the focus group select images they choose from various magazines in order to describe a particular situation or brand (a technique by means of which the “personality” of a brand as perceived by consumers is for example explored);
- Consequences – a technique by means of which the respondents are asked to create a story ‘at the round table”;
- Pre-work – a series of tasks the respondents are asked to achieve before participating in focus groups;
- Perceptual maps;
- Psychological drawing.
