A focus group is a special type of interactive interviewing process in which individuals (technically called respondents) are brought together to discuss a specific topic. The respondents are selected on the basis of carefully thought-out criteria, so that they are exactly the types of individuals who can best relate to the subject. During the group discussions, questions are generally asked by a trained moderator, usually following a preplanned discussion guide. Focus group sessions are usually held in a specially designed facility that has a one-way mirror on one wall, behind which observers can watch the process.
Focus groups should generally be done in a series. It can be dangerous to do just one focus group. A single focus group typically includes from eight to twelve respondents. It is possible for such a group to go off on a tangent, resulting in misleading information. By conducting a series of focus groups, you can check the responses of one group against those of another.
Consistent answers between groups help to validate the responses. Another advantage of doing a series of groups is that this enables you to refine the discussion guide. Discussions in the first one or two groups can give you insights that you can use to hone the questions for subsequent groups.
A typical focus group project might involve a series of six groups in three different geographic locations. This provides enough diversity to validate many of the key responses, and it brings in the viewpoints of potential customers in different geographic regions. Naturally, the number of groups will vary depending on the specific nature and size of your marketing mission. If there are a lot of different segments of potential target customers, then more groups may be required. On the other hand, fewer groups may be required if there is only one segment and one geographic region involved.
Also, focus groups cost money, and the number you conduct has to be in proportion to the capital you intend to invest in the development of the marketing plan.
The interpretation of focus group findings is very subjective and is greatly dependent on the ability of the moderator and the interpreter. You are the one who is most interested in identifying the attitudes of consumers, and in determining how your potential customers are reacting to various ideas. You may, however, not be the best person to interpret what respondents are saying during focus groups. People who are listening to consumers’ reactions to their own business often hear only what they want to hear. They will grab on to a positive comment and may simply ignore or dismiss the other negative comments. It is usually best to retain the services of an independent expert who has no vested interest and considerable experience in evaluating participants’ responses.