Exploring reactions, attitudes and expectations
Focus groups are loved by some people, scorned by others, and are easy to
misinterpret. If used properly, they can be a valuable research
tool when you want to:
- gauge spontaneous reactions to propositions or experiences
- explore attitudes on complex topics
- generate ideas from group discussion
We have wide experience of moderating and analysing focus groups.
We find them particularly useful for discovering what people want
from a new product, IT system or web site. They are also
valuable for discussing people's longer term experience of using
something. And they can give useful insights into reactions and
issues around possible new (non-contentious) ways of doing things in
an organisation.
Focus group caveats
There are some major caveats around using and interpreting focus
groups.
Focus groups are not appropriate for controversial topics where
people hold polarised views, or there are issues of trust or a
highly charged emotional engagement with the topic. They will
generate more heat than light.
Focus groups are not appropriate for testing the usability of a
demonstrator system. People tend to say that something looks
very easy to use, and it only later when they try to use it that the
issues are revealed. Speculation is no substitute for hands-on
experience.
Focus groups are not good for generating statistical projections. The
sample size is small compared with a survey. Also the nature of the
discussion, designed to draw out insights through bouncing ideas back
and forth within the group, can bias responses to closed questions.
Our focus group services
We can advise on when and how to use focus groups, on participant
numbers and profiles, on what to ask, and on interpretation of
findings. We can design sessions to meet your research needs,
moderate groups in-house or in a research setting, analyse findings
and deliver reports.
Find out more
If you would like to learn more, please contact
Miles Macleod
by email or phone
+44 (0)1932 844449 (UK business hours).
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