Focus Group is the most frequently applied qualitative technique. In a focus group the carefully selected members of the target group attend to a common conversation, which lasts an hour and half or two hours. The advantage of the method is the interaction between the participants in a realistic group situation. The feedback gives a direct or "live impression" of customers´ attitudes and opinions.
Groups usually consist of eight persons, occasionally there are smaller, so-called mini groups with only four to six participants (e.g. manager groups, children groups, creative groups). During the conversation are often applied projective techniques which help participants to express themselves.
This type of research can determine:
- opinions on the positions and usage of brands
- opinions on competing brands and their evaluation
- evaluation of television, radio and press commercials, evaluation of advertising designs (storyboards, animations, moody stories)
- evaluation of label and package designs
- evaluation of new products (can be connected with tasting samples)
- standpoints on newly introduced products
- standpoints of the focus group and its consumer habits
Its advantage is the use of group dynamics to reveal the opinions of the participants and the possibility to collect a lot of information in a short time and for a relatively low prize.
SC&C has its own focus studio in Prague with the most advanced audio/video equipment and provides its customers with first-class services. Individual focus groups performed by SC&C are moderated by research specialists with extensive experience in this field of research.
