FOCUS GROUP METHOD The focus group method refers to qualitative methods of collecting information and is based on the use of the effect of group dynamics. The use of this method involves a group discussion under the guidance of a specialist (moderator). The main advantage of this method is the ability to quickly obtain so-called in-depth information in a small group of respondents. The essence of the method is that the attention of the participants is focused on the problem (topic) under study, in order to determine the attitude towards the problem posed, to find out the motivation for certain actions. In addition, this allows the customer to monitor the progress of the study and draw appropriate conclusions. focus groups are relatively low (for example, compared to deep ones). Focus - can be used in combination with other methods (both quantitative and qualitative) and as an independent method of collecting information.
Distinctive features of focus groups
Unlike quantitative research methods (for example, sociological), which provides answers to the questions 'Who..?' and 'How many..?', a focus group provides answers to the questions 'How exactly..?' and 'Why.. ?' The second feature is the method of sampling and methods of collecting information. In sociological (quantitative) research, the basic method is a survey (personal, telephone), in which respondents representing a certain category of consumers are interviewed using a single scheme (questionnaire). Focus group (qualitative research) uses in-depth group interview methods to “pull out” information from the respondent that is not on the surface, showing a wide range of attitudes to the problem.
Focus group is a subjective research method (in contrast to sociological research, which is an objective method of collecting and processing information). Most often, focus groups are used to achieve the following goals:
generating ideas;
hypothesis testing for quantitative research;
preparation of tools for quantitative research;
interpretation of quantitative research results;
studying the behavioral characteristics of individual groups of people.
The number of group members is from 8 to 12 people. Gender, income level, etc. are used as criteria for selecting participants.
Dictionary of business terms. Akademik.ru. 2001.
Books
- Focus group method, S. A. Belanovsky. The focus group method or in-depth group interview is one of the so-called “flexible” or “qualitative” methods of sociological research. Currently, in developed countries...
- Focus group method, Belanovsky S.A.. The focus group method or in-depth group interview is one of the so-called “flexible” or “qualitative” methods of sociological research. Currently, in developed countries...
In groups of homogeneous structure, based on provisions and involving focused work of respondents under the guidance of a leader. In other words, a focus group is a focused group interview aimed at identifying among the participants their subjective perception of any objects or phenomena of reality during the discussion.
Such joint discussion is an integral attribute of any sociological focus group. It is with the help of collective communication and solving a problem situation that
Focus group in sociology. Features of selecting interview participants
A focus group usually consists of 6-8 respondents. This number of subjects is necessary to ensure that all participants are involved in the discussion of the intended research topic.
Focus group participants can be selected according to certain criteria (nationality, religion, level of education, age, etc.) or randomly (for example, using a telephone directory to achieve maximum validity). When selecting subjects, intra-group homogeneity is maintained, as it allows the participants to feel more relaxed and free. Recruitment of people for a focused interview is carried out using a preliminary questionnaire, observation or analysis of data available to researchers. Also, advertisements and announcements in the media can sometimes be used to attract respondents, but such selection may negatively affect the results of the study. Respondents attracted by an advertisement may pursue the goal of earning additional income.
The scenario for a group discussion is thought out in advance: questions, necessary methodological material, etc. are prepared. Conducting a focus group requires the participation of a qualified specialist - a psychologist (or an experienced sociologist) who is able to understand the real attitude of respondents to the material under discussion. The standard time allotted for discussing the two topics is 2 hours. To conduct an in-depth group interview, a room is prepared consisting of two soundproof rooms, between which there is one-way transparency glass (this is necessary so that observers record all the nuances during the discussion). Everything that happens during a group discussion is necessarily recorded on a video camera, and the data obtained is subsequently analyzed.
A focus group is a method of collecting information on a wide variety of topics.
The issues considered by the panelists can vary greatly - from the choice of pharmaceutical products to subjective preferences in any food products. In many issues, a focus group is indispensable: an example of a topic discussed in a discussion is the study of consumer attitudes towards a particular product brand or company. Often, the focused interview method is used to address intimate, sensitive issues (for example, a preferred method of contraception, a common medical condition, or financial issues). A focus group is an effective method of quickly obtaining truthful information about a wide variety of objects or phenomena in the surrounding world. Respondents express their thoughts in a free form, and their true attitude towards the object under discussion is clearly visible, including through non-verbal reactions. A focus group is a serious event that requires a professional approach to its implementation.
Instructions
Determine the range of questions you want answered during the focus group. You must clearly understand what you will do with them and how you will use them in your strategy. Often, the questions put up for discussion are not the same as the outcome - the result of the research remains on paper, without being implemented. When writing questions, try to take into account the interests of all departments, not just your marketing department.
Decide who will be the moderator, that is, the leader of the focus group. This should be a sociable person who knows how to ask questions, and if the need arises, move the direction of the conversation in the right direction and encourage participants to give detailed answers. The moderator should not record the responses of invited guests during the study. Similar functionality should be assigned to the observer psychologists located on the other side of the mirror wall.
Provide video recording equipment. Mark in advance the shooting point where you will place the video camera on a tripod. Test whether everyone sitting at the table will be included in the frame. Adjust sound, lighting, color balance. Also, when preparing for a focus group, provide refreshments, pens and notepads for participants, and a flip chart for the moderator.
Invite participants. Think about how to encourage their compliance. Once again, make sure that all of them are your potential buyers, and not just unemployed people who participate in such research in large numbers and with regular frequency for a small fee. It’s better to do the sampling yourself, without relying on external marketers.
Ask a new question to focus group participants only after you have thoroughly discussed the previous one. This study does not allow returning to topics, as this disrupts the process of adequate perception of the product. If the topic under discussion concerns a material item (not a service), be sure to prepare samples. Having them in hand will make it much easier for focus group participants to answer the moderator’s questions.
Watch the video. Compare your feelings with the opinions of psychological observers. Record all responses from invited participants. To analyze the results, create a summary table in which you highlight repeated answers with markers of the same color. In order for the answers to the questions posed to be objective, 3-4 meetings should be held for each product, each of which can be attended by up to 10 people.
Focus group research consists of the following stages:
1. Defining the goals and objectives of the focus group study
The first thing to do when conducting research is to set a goal and define the objectives of the focus group study. The clearer and more specifically they are formulated, the more accurately the composition of the groups can be determined and the guide can be compiled more correctly.
The goals and objectives of marketing research are the result of joint work between the customer and the director. In other words, it is an intellectual product that combines the specific knowledge of the customer and the researcher.
The goal setting process involves getting answers to three basic questions:
- 1. What problem does the customer want to solve?
- 2. By what means can he solve it and what are the possible alternatives?
- 3. What information does he need to make a decision and take the necessary steps?
2. Development of working tools
Focus group working tools include:
- number of focus groups and location;
- composition of respondents and principles of their selection;
- guide for conducting focus groups (or “guide”) - a discussion script, usually containing a list of questions for discussion with instructions for the moderator on what to pay attention to during the discussion;
- if necessary, tested samples of advertising forms, packaging, brand marks, logos of appropriate quality and in sufficient quantity.
Number of focus c-groups is defined as follows: the number of groups should be increased until “the amount of new information received from each subsequent group will not decrease to such an extent that their further implementation becomes impractical.” As a rule, when studying one homogeneous population, four groups are sufficient, and the fourth is already partly a control group, since it basically repeats the opinions expressed in the previous three.
“The first focus group is inevitably a pilot group. Some experts recommend separating the first group into a separate stage, the results of which are discussed with the customer, after which the research program is finalized. Others do not single out the first group as an independent stage, but point out that from a substantive point of view it is rarely effective.”
Number of focus group participants usually ranges from 7 to 10 people. With fewer respondents, the group discussion will not be as dynamic as it should be; groups of 10 or more participants are considered too large, which is also unlikely to facilitate coherent conversation in a natural setting.
Composition of focus group participants depends on the topic being discussed and the specific objectives of the study. All participants must meet certain criteria. The composition of one group should be homogeneous in the sense that the participants have a common ground for discussion and feel free to discuss the topic. For example, if the topic of your research is the use of shampoos and you are interested in the opinions of both men and women, it would not be wise to group them together. Women and men have different attitudes towards the subject of research and will not feel free to talk about this topic. When it comes to music, it is unwise to combine young and old people in one group - it will be difficult for them to find a common language. At the same time, if a discussion of the problem of privatization is planned, it is quite acceptable to combine men and women in one group, since the difference in the attitude of men and women to the problem under discussion is not so great as to separate them into different groups.
Restrictions on participation in focus groups. There are several categories of people who should not take part in focus groups, no matter what the topic of discussion or what the guidelines for recruiting participants are. These include persons:
- familiar with the focus group procedure;
- familiar with each other or with the moderator;
- professionally familiar with the subject of discussion;
- whose professional activities are related to focus group research, marketing or advertising, as well as professional sociologists and psychologists.
Guide for conducting focus groups. A guide, or script for conducting focus group discussions, is a list of topics and questions that should be revealed during the discussion, as well as a description of the methods and techniques that will help “talk” people and provide the researcher with the necessary information.
It is an intermediate link between the goal formulated by the customer and the discussion itself. Its main function is to bring the original goal statement into a form suitable for discussion in groups. The implementation of this function includes the following main elements:
- The formulation of any problem begins with an explanation of what is given and what needs to be learned. Sometimes this is achieved by directly relaying to the group the main question posed by the customer. However, for marketing research, an indirect method of introducing the topic by establishing the contextual framework of the discussion is more typical;
- the list of questions for discussion should be compiled in a language understandable to respondents. It is known that there is a language barrier between producers and consumers, reflecting not only differences in erudition, but also different experiences and views that separate professionals from the most erudite respondents;
- The scenario for conducting focus groups is usually built on a two-level principle: large-scale topics and specific questions included in them. This structure is a certain processing by the researcher of the goals and questions formulated by the customer. The customer, as a rule, formulates a general goal and simultaneously asks a large number of specific questions. These questions must be related to the purpose, as well as the methodological capabilities of group discussions. A researcher who understands the logic and thinking style of the consumer better than the customer often includes additional questions, breaks down, enlarges or reformulates the customer’s questions, and also groups them into large headings to ensure smooth transitions from one topic to another;
- The script serves a very important reminder function, since in the tense atmosphere of the discussion, the moderator can easily miss some important point.
Group discussions may include watching videos, discussing storyboards, tasting food, drinks, and listening to audiotapes. All this should also be taken into account in the guide.
3. Drawing up filter questionnaires to select focus group participants
After a decision has been made about which groups will be held, it is necessary to draw up a filter questionnaire for selecting participants, which will contain all the characteristics of respondents and quotas for them.
The most commonly used criteria for selecting focus group respondents:
- knowledge and consumption of the product. It is logical that in most cases, researchers are interested in hearing the opinions of people who have experience in purchasing and consuming a product. When recruiting respondents according to this principle, it is advisable to ask questions regarding the rate of consumption of the product being studied, as well as knowledge of product brands;
- floor. For example, when studying the behavior of buyers of decorative cosmetics, focus groups should be conducted only with women, since they are the ones who purchase products in this category;
- age. Thus, when testing a new youth magazine, focus groups should be conducted with teenagers of the appropriate age, for example, from 12 to 16 years old;
- occupation. When studying the target audience of a new industry magazine, you should invite potential readers of this magazine - specialists working in this industry - to a focus group;
- income level. When studying the characteristics of the purchasing behavior of visitors to expensive grocery stores (ABC of Taste, Gourmet, etc.), it makes sense to talk with respondents with average and above average income, which can be measured by the respondent’s availability of real estate, expensive durable items, frequency and location vacations, etc.;
- respondents' place of residence. When researching the level of demand for a new fitness service in a certain administrative district of Moscow, it makes sense to invite respondents living there to a focus group;
- marital status and family composition. When studying the factors that shape the loyalty of buyers of educational toys for children, focus groups should include women with children under the age of 7 years.
When conducting focus groups with representatives of corporate consumers (Business to Business, or B2B market), other criteria for selecting respondents are used:
- profession, specialty;
- job title;
- participation in the procurement decision-making process;
- attitude towards a specific consumer, type of consumer (industry, field of activity).
Example 7. Assignment to the recruiter to select respondents for a focus group study dedicated to testing bank deposit concepts
- 1. All respondents currently own deposit products.
- 2. All respondents are clients of different banks (each group should have no more than two clients of the same bank).
- 3. All respondents must have creative thinking, be emotional and expressive, and be able to express their thoughts well.
- 4. All participants must not have taken part in group discussions or in-depth interviews within the past 6 months.
- 5. Participants who had previously participated in group discussions/in-depth interviews were not required to participate in more than one project.
- 6. Participants (as well as their relatives, friends and acquaintances) must not work (or have education or be involved in any way) in the following fields of activity: journalism, TV or radio broadcasting, public relations, marketing research, sociology, psychology, advertising case.
- 7. None of the respondents should know each other.
Example 8. Selection form for respondents for a focus group study dedicated to testing bank deposit concepts
Good afternoon My name is _. We do
research on the development of our bank's business. We would like to ask you a few questions. It will literally take a couple of minutes.
We hope that you will be interested in participating in this study.
- 1. Gender of participant:
- 1. Male.
- 2. Female.
- 2. Have you ever taken part in group discussions or in-depth interviews?
- 1. No /GO TO QUESTION No. 5/.
- 2. Yes.
- 3. How many times have you taken part in group discussions and in-depth interviews?
- 1. Once.
- 2. More than once /FINISH THE INTERVIEW/.
- 4. How long ago was this?
- 1. Less than half a year ago /FINISH
INTERVIEW/.
- 2. More than half a year ago.
- 5. How old are you?
- 1. Less than 35 years old /FINISH THE INTERVIEW/.
- 2. 35-45 years old.
- 3. 46~55 years old.
- 4. Over 55 years /FINISH THE INTERVIEW/.
- 6. What is your family's total monthly income? (Add up the income of each family member per month and name the amount).
- 7. Do you or any of your close friends or relatives work in one of the following areas of activity? Do you (any of your close friends, relatives, acquaintances) have education in the following areas?:
- 1. Journalism /FINISH THE INTERVIEW/.
- 2. TV or radio broadcasting /FINISH THE INTERVIEW/.
- 3. Public Relations /FINISH THE INTERVIEW/.
- 4. Marketing /FINISH THE INTERVIEW/.
- 5. Marketing research /FINISH THE INTERVIEW/.
- 6. Sociology /FINISH THE INTERVIEW/.
- 7. Psychology /FINISH THE INTERVIEW/.
- 8. Banking /FINISH THE INTERVIEW/.
- 9. Advertisement /END THE INTERVIEW/.
- 10. In none of the above areas.
- 8. Are you currently a Client of any bank?
- 1. Yes, I am.
- 2. No, I am not /END THE INTERVIEW/.
- 9. Are your savings currently deposited with any bank?
- 1. Yes.
- 2. No /END THE INTERVIEW/.
Recruitment of participants
The recruitment of focus group participants should be done by a recruiter - a company employee who knows how to come into contact with people and build trusting relationships with them. According to certain criteria, the recruiter must find the right people. There are several ways to do this:
- use the “snowball” method (for example, look for respondents through friends of your friends who meet the necessary criteria);
- conduct a survey at points of sale using a screener, including questions that reveal the presence or absence of signs of selection of respondents in a person (this approach is advisable to use when researching markets for goods in constant demand - food, household chemicals, personal care products);
- use simple random selection by telephone followed by screening using a questionnaire (this approach is used for simple recruitment, when there are few signs of selection of respondents and they are simple);
- carry out selection from a pre-compiled database (for example, from a customer database provided by the customer);
- use banks of addresses and respondents that are available in an organization that regularly conducts public opinion polls.
- 5. Conducting focus group discussions
Effective conduct of a focus group largely depends on the professionalism of the moderator. He must be able to create a relaxed atmosphere in the group and convince group members that their statements will not be disclosed and they can speak completely freely. It is important to explain to respondents that there are no “right” and “wrong” answers, all their opinions are valuable and the main thing that is required of them is sincerity. The moderator must ensure that each group member has the opportunity to speak and thereby contribute to the discussion.
All moderators are faced with the problem of a group leader who interrupts everyone, speaks alone and is often not to the point. The first thing you can try is to take your eyes away from him and look at others. If this doesn't work, you need to very politely and kindly tell him something like: “That's very interesting, but let's hear what others think.” If this does not help, sometimes you have to switch to alternate questioning, which, however, should not be delayed under any circumstances. People should speak spontaneously, because if they have to wait a long time for their turn, they may change their mind about speaking or be influenced by the opinions of other participants. Interviewing people one by one leads to the fact that the very meaning of a focus group - group dynamics - is lost, and the opportunity to obtain spontaneous and in-depth reactions from respondents is lost.
Another important task of the moderator is to activate and include reticent respondents in the conversation. One of the most effective techniques for getting people to “talk” is to show that the moderator does not understand the issue well and ask the respondent to explain an issue to the moderator. Experience shows that people, as a rule, like to act as “explainers”; they like to think that they know something that others do not know.
Another common problem is the participation in a group of a so-called expert - a person who believes that he has special knowledge of the issue under discussion and understands it better than others. Such a person not only gives subjective reactions, but also suppresses other participants in the discussion with his authority. In this case, it is necessary to explain to the group that what is interesting is the opinion of an ordinary person who does not have any special knowledge of the issue under discussion.
Experience shows that many people tend to express some kind of average opinion, an opinion in general, and not their personal point of view. The moderator must convince respondents that it is their personal position and personal experience that are interesting and most useful.
Sometimes it happens that one point of view absolutely dominates in a discussion, and no one expresses an alternative opinion. The moderator needs to approach the issue from different angles, so sometimes he himself has to offer a different point of view for discussion, for example: “I heard that some people think this way, how do you feel about it?” or “But other people, on the contrary, told me that...” 6. Transcript of discussions
Groups are transcribed from video or audio tape. It is preferable for the moderator-researcher to transcribe the groups himself, because he remembers the very course of the discussion and a deeper penetration into the material will help him when compiling a report. Well-done transcripts are the basis for a good research report.
7. Preparation of a report on the research results
“The primary data for analysis and reporting are direct impressions of focus groups, handwritten notes and sometimes drawings made by respondents, audio and video recordings, written transcripts of discussions, exchanges of opinions with observers and the client. The main element of the analyzed data is, of course, written transcripts of discussions, on the basis of which grouping and analytical aggregation of data is carried out.”
A focus group research report typically consists of the following sections:
- 1. Goals and objectives of the study.
- 2. Research methodology - description of the number of groups, their composition, a brief description of the course of discussions, methods used, materials that were tested, etc.
- 3. Conclusions and recommendations.
- 4. The main text of the report, divided into sections, where each thesis put forward is supported by relevant quotations.
In addition to the report, other materials are usually provided, such as tape recordings of group discussions, videotapes of group discussions, transcripts - transcripts of group discussions in the form of dialogues indicating the authors of the statements, etc.
The “focus group” method is an in-depth focused interview in the form of a series of group discussions, during which participants are “focused” on issues of interest to the researcher in order to obtain subjective information from them. The main feature of the method is that in a group discussion, participants are included in communication with others like themselves, as a result of which psychological barriers (usually separating the interviewer and interviewee in survey methods) are removed much more effectively, and emotional reactions (affecting the behavior of any person in everyday life) appear much brighter.
Focus group methodology
The focus group method refers to qualitative methods of collecting information and is based on the use of the effect of group dynamics.
The use of this method involves a group discussion under the guidance of a specialist (moderator). The main advantage of this method is the ability to quickly obtain so-called in-depth information in a small group of respondents. The essence of the method is that the attention of the participants is focused on the problem (topic) under study, in order to determine the attitude towards the problem posed, to find out the motivation for certain actions.
In addition, this method allows the customer to monitor the progress of the study and draw appropriate conclusions. The cost of a focus group is relatively low (for example, compared to in-depth interviews). A focus group can be used in combination with other methods (both quantitative and qualitative) and as an independent method of collecting information.
Distinctive features of a focus group
Unlike quantitative research methods (for example, a sociological survey), which provides answers to the questions “Who..?” and “How many..?”, a focus group provides answers to the questions “How exactly..?” and “Why.” .?"
The second feature is the method of sampling and methods of collecting information. In sociological (quantitative) research, the basic method is a survey (personal, telephone), in which respondents representing a certain category of consumers are interviewed using a single scheme (questionnaire). In a focus group (qualitative research), in-depth group interview methods are used to “pull out” information from the respondent that is not on the surface, showing a wide range of attitudes to the problem.
A focus group is a subjective research method (as opposed to sociological research, which is an objective method of collecting and processing information). The point of this method is that in a group discussion the respondent is included in communication with others like himself. Therefore, the psychological barriers separating the interviewer and the interviewee in a sociological survey are removed much more effectively, and the emotional reactions are much brighter. Focus group participants are “focused” on issues of interest to the researcher in order to obtain hidden information. Quantitative and qualitative research are often conducted together and their results complement each other.
Preparation of the methodological section of the research program
This section includes: relevance of the problem, purpose and objectives of the study, object and subject of the study, research hypotheses.
Defining a goal is one of the most important components of a research program.
Most often, focus groups are used to achieve the following goals:
1) generating ideas;
2) hypothesis testing for quantitative research;
3) preparation of tools for quantitative research;
4) interpretation of the results of quantitative research;
5) studying the behavioral characteristics of individual groups of people.
Number of participants
Focus groups usually work in rooms equipped with a video camera. The number of group members is from 8 to 12 people. This range is optimal, has been verified over decades and reflects the balance of two factors: with a smaller group, the intensity of the discussion decreases, with a larger group, not all participants get the opportunity to speak. The group interview is conducted by a moderator - a professional researcher who must have certain skills in working with people, be able to win them over, be neutral, and treat equally any opinion expressed by the participants, even if it does not coincide with his own. Gender, age, income level, etc. are used as criteria for selecting participants. Often 2-3 focus groups are held according to the same scenario with a different composition of participants.
The number of participants is largely influenced by the purpose of the focus group. For example, the smaller the group, the more likely it is to obtain so-called in-depth information, and the larger the group, the higher the likelihood of generating more ideas.
Selection of participants
Methods for selecting participants:
· 1) random selection from lists available in databases;
· 2) “snowball” - selection of people who meet specified criteria based on information provided by people about their acquaintances;
· 3) spontaneous selection using express interviews and questionnaires to select the most suitable respondents.
Men and women should not be interviewed together if the research topic involves intimate issues or where either men or women may influence the group's opinion on issues involving areas in which men traditionally consider themselves experts, or e.g. related to raising children, where women lead. Acquaintances of the researcher or people who know each other should also not be invited to the same group, since the degree of influence of the researcher or their influence on each other can be predicted. Educational or socio-economic status and level of awareness can influence the same way - experts often either achieve unconditional agreement or force you to argue, even if you agree with them.
Focus group script
A focus group script is a set of questions proposed for discussion. The content of the plan is determined by the degree of formalization of the focus group.
A structured focus group involves the work of a moderator using a pre-prepared guide. A semi-structured focus group follows a so-called flexible or outline guide, which is significantly adjusted depending on the reactions of the participants. In rare cases, there is no guidebook at all. This is typically used in pilot studies.
The guidebook's questions are divided into thematic blocks, between which it is necessary to make connections - “bridges”. When developing a guide, general requirements are used for the wording and order of questions (from general to specific, unambiguous understanding, understandability, neutrality, ease of construction, etc.).
It is advisable to use various qualitative techniques: role-playing game, unfinished sentence, association, metaphor, doubting the obvious, describing a type of behavior opposite to one’s own, indirect (hidden) questions, etc.
The focus group script is written in advance, the questions are arranged in a logical sequence and in such a way that people understand why you are asking them about this right now. First of all, the purpose of the research is formulated based on the information you need to obtain. The script consists of an introduction, background questions, main questions, additional questions and a conclusion.
1. Introduction (15 minutes in an hour and a half discussion). Explain the purpose of the meeting and the importance of the participants' opinions to you. Tell them that the focus group is not to evaluate everyone's knowledge, but to explore the problem. Explain that participants may have different opinions, but that is the value of their survey. Introduce the observers, explain the reasons for their presence: observers are needed to record in detail the entire progress of the work. Explain the use of technical means (tape recorder, video camera). Introduce the participants and the research team. Use one or two techniques to defuse the situation.
2. Background questions (10 minutes). Questions related to the topic of the focus group, but of a more general nature. The goal is to give participants the opportunity to get their bearings and get used to each other and the moderator. The moderator pays equal attention to all participants, striving for a balanced expression of a wide variety of opinions. It is best to address participants by name.
3. Basic questions (50 minutes). Answering them allows you to achieve the goal of conducting qualitative research. Questions should be open-ended, and leading questions like: “You liked this, didn’t you?” should be avoided. Questions are asked in a logical sequence, each subsequent one clarifies and reveals the answers to the previous one. In this part, you can, for example, ask: “What Did you like (or dislike) something?", `How satisfied are you with something?", `What would you like to change?', `How do you feel about something?' Questions should be carefully thought out and be objective. Maintain eye contact and watch the body language of the participants. Prevent some participants from dominating others.
4. Additional questions that are relevant but less important (10 minutes). Typically, questions are asked about how participants obtain information about the subject or topic being discussed, and which channels are most frequently used. Sometimes clarifying questions are asked.
5. End of the focus group (5 minutes). Before the end, there is a short break, during which the moderator checks the script and discusses the flow of the conversation with the observer. Closing questions are then asked, the group is thanked for its participation, and rewards are given, if any are provided. This concludes the focus group.
Conducting a focus group
Requirements for the place and time of the discussion
The duration of the focus group is determined depending on the purpose of the study and ranges between 1.5-3.5 hours. Workday evenings or weekends are most suitable for conducting research.
The room should be spacious, bright, with a round table or low tables. The environment should be neutral (no bright colors, soundproofing, no additional stimuli in the room, etc.).
Technical equipment
You must have sound recording equipment (tape recorder, video camera). In some cases, a VCR or TV is required to demonstrate stimulus material. It is advisable to have a demonstration board on which you can place diagrams, posters, samples, etc. In addition, you may need: paper, pencils, scissors, pens, markers, markers, glue, etc.
Focus group data analysis
First of all, the audio and video recordings are transcribed and a verbatim report is compiled, which presents an edited recording of the focus group, a description of the nonverbal reactions of group participants, and observational data from the moderator and his assistants. It is advisable to identify the reasons and nature of differences in opinions and assessments.
The results obtained are compared with the results of similar studies and subjected to expert assessments.
World practice has shown that the focus group method is effectively used in the field of marketing when studying the behavior of consumers of certain goods, services and ideas, reactions to advertising, in the political sphere when developing and evaluating the results of various social and political programs, when studying the image of political figures , in the field of sociology of health and medicine, when studying sensitive topics, in the field of sociology of communication when studying the communicative behavior of the target audience (reading printed publications, watching television, listening to radio stations, etc.) and in other areas.
There are various definitions of the focus group method. Dmitrieva E.V. gave this definition:
“The focus group method is a qualitative method of collecting sociological information in homogeneous (according to characteristics significant for the study) groups that have a focus, with the participation of a leader and based on the principles of group dynamics.” The “focus” can be a film, a commercial or its storyboard, a product, a company’s image, a selected topic for a group discussion, a problem or phenomenon in social life.