Focus groups provide valuable marketing insights.
Focus groups are a method of research used in marketing. Participants are recruited and asked to sit in a small conference room. Focus groups usually consist of six to 12 people. Brand managers and marketing directors sit behind a two-way mirror to observe participants' responses. During the focus group, participants are asked questions about specific products, brands or services. Focus groups are qualitative research, meaning the data collected is based on quality.
Insights
Focus groups can be used as a way for marketers to gain product insights. Marketers may discover a new use for their product or issues that need to be resolved. Group participants can compare competing products from other brands and discuss their likes and dislikes. The information acquired during focus groups can be used to improve products or services. Insights can also be used as slogans or ideas for upcoming advertising or public relations campaigns.
Developing Questions for Further Research
Information obtained from focus groups is not statistically significant because of the small amount of participants. Marketers would have to conduct hundreds, if not thousands, of focus groups, which cannot be done because of budget and time constraints. Focus groups can be used as a preliminary research tool for larger scale research. The questions, concerns and insights gained from focus groups can be used to determine questions used in qualitative research methods.
Children
Focus groups can be used as a valuable research tool when working with children. Young children do not have the capabilities to do other forms of quantitative research, such as written or online surveys. Market researchers can use children in focus groups to determine how they interact with a product. Focus groups can also be used to gain children's opinions, which can be used as insights when developing a marketing strategy.
New Product Launch
If the budget allows, qualitative and quantitative market research should take place for a new product launch. Participants in focus groups can discuss what they like and dislike about a new product or service being launched, allowing marketers to gain insights about logo design, product or service uses, marketing strategies or to gauge the level of interest in a new product. Marketers then use this information to adjust the product, questions in qualitative research and the launch strategy.
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