When looking at these focus group advantages and disadvantages, the social interactions that take place will often dictate the quality of information you receive. 6 3. Individuals in a focus group have less speaking time than in interviews.. Focus groups don’t provide as much time to... 3. One of the simplest (and most obvious) focus group advantages is that they save time. The source, in the focus groups, the qualitative data has the center of attention. List of the Advantages of Focus Groups. Focus groups are more expensive to execute when compared to questionnaires or surveys. 8. Focus groups allow for more brainstorming opportunities with individual participants to create new ideas and approaches. A focus group is a form of qualitative market research, in which a group of individuals come together to discuss specific topics. Many businesses are unaware of the kind of benefits focus groups can offer. Focus group participant behaviour will, naturally, be influenced by who they are as people. MVF Global, Imperial Works, Unit C Perren Street, London, NW5 3ED, United Kingdom, © Copyright 2007 – 2020. 2. Advantages, Disadvantages, and Lessons Learned in Conducting Telephone Focus Groups to Discuss Biospecimen Research Concerns of Individuals Genetically at Risk for Cancer Abstract Advances in telecommunication technology allow biomedical researchers to explore new, inexpensive opportunities for conducting focus group research. Sure, your focus group will rarely be an accurate ‘cross-section’ of your audience (and we discuss this below). Once the responses get cataloged after a focus group session, then the researchers can continue their pursuit of a concept or make the necessary adjustments to address the pain points brought up in the conversation. Moderator bias may also lead to participants only sharing insights they feel will be perceived warmly by the facilitator, while avoiding sharing their true feelings for fear of ‘disappointing’ the person in charge. You get the story behind the data. 2. The individuals who participate in these gatherings can provide immediate ideas that may improve the concepts being introduced through this medium. This article aims to identify and explain some of the advantages and disadvantages of focus groups. Several focus group advantages and disadvantages are worth considering if a business has a new concept that it wants to bring to the marketplace. Focus groups can give you both a broad and in-depth overview of … Security concerns can alter the quality of the data collected. | Updated: 6 November 2020, Is a focus group the right market research approach for your business? The direct nature of focus groups allows you to easily measure how participants respond to the physical nature of products, packaging, or branding. This dynamics will not be captured in a face-to-face interview. Focus groups are a way to discover demographic-relevant information through an interactive group sessions that is run by a facilitator. But focus groups aren’t perfect, and they might not be the right market research method for your business. Focus group usually refer to a group of usually 10 or fewer individuals. They can pick it up – feeling the weight, style, and size of the packaging in their hands – and provide open, honest feedback about factors like colour and ease of application. Focus groups are often used by researchers to gather qualitative data and in-depth insights into a particular topic. Advantage. 1 Comment / Business / By Timileyin. This can ‘snowball’, causing a group to come to inaccurate or unrepresentative conclusions. But what about when that bias belongs to the person you’ve hired to run your focus group? Some focus groups can even happen online because of web conferencing software that exists today. Someone might not feel well when it is their time to report to the conversation. 5. The responses you receive may be tainted by negative psychological phenomena such as groupthink, dishonesty, and bias, and individual personalities may adversely affect group decisions. Regardless of the number of focus group discussion meetings, it is important to consider the duration of the meetings. Or, if you’re short on time, why not complete our quick, quote-finding questionnaire, and receive tailored offers and advice from leading marketing research companies in the UK? 4. Advantages and Disadvantages of Focus Groups; Advantages and Disadvantages of Focus Groups. 1. Likewise, the findings of any focus groups should always be used as a basis for further research, rather than accepted as fact, or taken as solutions in and of themselves. A key advantage of focus groups is that they take place face-to-face. 4. This disadvantage can cause some participants to rush through their perspectives because they feel like there won’t be another chance to say something. So read on for our list of the six draw cards and six drawbacks of focus groups. Moderators must recognize these circumstances immediately to create more engagement. No one likes filling out surveys. Surveys and questionnaires can give researchers some hard data to use when evaluating a specific concept. There’s no sugarcoating it – focus groups are expensive. Let’s say you’re gathering feedback on a new type of lipstick. According to HubSpot, these are the advantages and disadvantages that exist around the focus groups that brands develop as part of their analysis of the market and consumers. If someone feels unsafe when asked to provide an opinion, then there is an excellent chance that they won’t offer authentic feedback. But, because you'll be able to repeat focus groups again and again, they still allow for insights that can be seen as somewhat representative of wider society. No one usually knows anyone else in the room, encouraging honest answers about sometimes difficult topics. 7. This structure also helps to identify the product requirements of users while discovering pain points that don’t get met as intended. So whether your organization is developing a new website, wanting feedback on the customer service of the organization or simply trying to find new ways to improve the employee experience - a well planned focus group with clear objectives can help flush … If screening processes can work to eliminate bias, then this investment is one that makes a lot of sense. A case study will also be reviewed in order to describe the use of focus groups; furthermore the case study would be critically discussed in order to reflect on the success or the failure of the study. Advantages & Disadvantages You can use focus groups broadly, whenever you need to learn about people, customers, target groups. After all of the screening and invitations go out, some people may attend a focus group while having a bad day. ‘Groupthink’. Focus groups provide a qualitative method of data collection. But is a focus group the right market research method for your business? The moderator will go over the different research topics, establish a safe environment for sharing, and follow-up on any topics that are potentially valuable – even if they weren’t part of the initial plan. Preparing focus group question is a complicated task. However, they … It’s pretty hard to switch off in a focus group. For a focus strategy to be successful, businesses and brands must actively listen when hearing about the needs and concerns of their targeted demographic. The source, in the focus groups, the qualitative data has the center of attention. A focus group is a research technique done in a qualitative manner by industries for marketing purposes. Below are some of the advantages of focus group ; 1. This is possible especially in an online focus group, where people don’t see each other, so they are much more encouraged to be honest about […] As said the discussions are controlled by the... 2. We explore some examples of additional market research data below. It provides a diverse set of responses based on interviewee profiles. Disadvantages of Focus Groups: 1. Focus groups require individuals to stay engaged for up to two hours in a conversation that can go through a number of different concepts. 1. The more direct, face-to-face nature of focus groups allows you a richer sense of your customers’ needs and desires – particularly when the alternative is filling in a form, or ticking a few boxes. Since saving time is a critical advantage during the research phase of product or service development in an evolving marketplace, a comprehensive focus group can expedite the idea’s journey. That means you can receive insight into your current position in relation to the competition while measuring reactions to packaging, design, and price. If people aren’t willing to tell pollsters the truth about who they voted for, how likely will they be to open up to strangers about similarly touchy subjects? Focus groups are traditionally carried out in person and face-to-face. They’re typically long and boring, and we tend to switch off when doing them. Focus groups provide some distinct advantages to businesses and researchers. It is an affordable way to conduct research. However, they can also be expensive, and tough to get right. It’ll also depend on the type of topics you’re dealing with – focus groups, as you’ll see shortly, aren’t great for sensitive issues or potentially embarrassing topics. Not only does this allow numerous viewpoints to emerge, but it helps cut down the time, hassle, and costs associated with data collection and aggregation. That’s because focus groups are susceptible to clients and researchers biases. Misjudge. Our form takes just 30 seconds to fill in. Observers from the strategy team then sit behind a one-way mirror or in the back of the room to take notes. It is not unusual for the discussion to be recorded for later review to ensure all useful information was gleaned from the topic. It’s designed to give us a better understanding of your business’ requirements, so we can match you with the right market research experts for you. Advantages. That means there is no guarantee that an individual will decide to participate in a focus group, even if that person pushes hard to have a spot at the table. Instead of a traditional survey which offers specific question and answer options, the focus group allows participants to speak freely about the ideas presented and offer their opinions in a way that supports what the survey is attempting to discover. Whether intentionally or inadvertently, moderator bias can influence the exchange of ideas in a focus group. Today’s market researcher has an embarrassment of tools available to them, yet one research option has stood the test of time – the focus group. Ultimately, there are both advantages and disadvantages to focus groups. In accordance with. Companies that provide goods or services in the B2B space often provide individualized support already when working with their contacts. Ask them questions, dive deeper into their answers, discover their needs. Moderators try to temper this disadvantage by asking specific questions to each person so that individual feedback gets encouraged, but there will always be a few people who have an aggressive approach to providing feedback. Is a Focus Group Right for Your Business? Disadvantages . Advantages & Disadvantages You can use focus groups broadly, whenever you need to learn about people, customers, target groups. Disadvantages. option for your business. Here are the advantages and disadvantages of the focus strategy to examine. There is no guarantee that people will participate in a focus group. 1. They just present a unique logistical challenge that may not be worth the investments required to host them. Inadequate screening processes can create valid safety concerns when designing a focus group project. Used with all of the above, a focus group is an integral part of gauging public perceptions. When one dominant voice enters, the results can be imperfect at best – and harmful if a concept goes to market with imprecise info backing it up. 6. Most market research institutes have indeed removed the costly part of the process (i.e. Misuse; Sometimes , focus groups may e misused or abused if they considered the as conclusive rather than exploratory. transcript… Although some participants will offer their time for free, many expect to receive compensation for their feedback in some way. That means they’ll usually be not only more engaged than your average market research respondent, but may even be willing to do it for nothing. Simply provide us with a few details about your market research goals (whether trend discovery, product evaluation, customer satisfaction scoring, or something else), as well as some info about your deadline, budget, and preferred research method. Focus groups can provide time-saving opportunities. Advantages and disadvantages of focus groups . Focus groups are ideal for gaining deeper, more meaningful insights into who your audience is, how they behave, and what factors motivate their purchasing decisions. When people disagree passionately, their emotional responses can sometimes head toward violent tendencies almost immediately. Focus groups are especially suited when you want to confirm your analysis with a wide variety of consumers’ profiles. By browsing our site you agree to our use of cookies. This makes focus groups unsuitable for topics that deal with more sensitive issues. When someone needs to gather critical information from the largest possible group in the shortest amount of time, then this option tends to be a money saver. Consumers often feel empowered when they can provide useful feedback about a concept. Plus, though you’ll have to pay to get people to fill out surveys or take a phone interview, focus group participants are typically willing volunteers – and will often agree to take part for free. Advantages Focus group brings interaction between participants highlights their view of the world. This is possible especially in an online focus group, where people don’t see each other, so they are much more encouraged to be honest about […] Others can be hesitant to express their thoughts because they fear that someone else in the room will criticize them. Each person can provide their perspective or opinion, and then the experiences of the others in the room can work to expand or contradict the initial concept shared. How effective is an online survey going to be, or a phone conversation with a potential consumer? Advantage. The responses in the interview are can be different what make the analyze very difficult, or … The needs of each organization can vary widely, even when they operate within the same industry. The best market research companies specialise in recruiting, conducting, and evaluating focus groups, using tactics and knowledge gained through years of industry experience. Focus groups are not able to: Using focus groups to gather qualitative data on the customer experience is a widely used marketing strategy which allows organizations to develop products and services that meet customer requirements. That is the question. In particular, the values and beliefs about a […] This multi-pronged approach can help compensate for some of the disadvantages of focus groups. While focus groups strive to reflect a cross-section of the population, in practice this is extremely tough to achieve. Anyone who's been following the US election – and how badly the pollsters underestimated Trump’s... 3. Marketing researchers employ a variety of tools, including one-on-one interviews, written surveys and polling to track consumer opinion. When not exasperating his editor with bad puns, he can be found relaxing in a sunny (socially-distanced) corner, with a beer and a battered copy of Dostoevsky. Disadvantages . Whether it’s the need to feel liked, respected, or simply avoid embarrassment, not all focus group participants will give you answers that reflect their true thoughts and feelings. To focus group, or not to focus group? They’ll be in touch directly with tailored quotes, and you’ll be one step closer to a better understanding of your customers – and how they perceive and interact with your brand. Well, that’ll depend on the kind of insights you require, and your reasons for pursuing the avenue of market research. The only problem with that approach for some investigators is that the information can feel impersonal or lack authenticity. When this issue happens, then the results can create an inaccurate representation of how the group feels about the idea. This disadvantage may occur inadvertently or intentionally as the participants exchange ideas about a concept. Advantages Focus group brings interaction between participants highlights their view of the world. This article aims to identify and explain some of the advantages and disadvantages of focus groups. Plus, unlike with surveys, focus groups don’t limit your insights to what the respondent wants, feels like, or is able to articulate in words. We use cookies. - Focus Group Advantages and Disadvantages in 2020, Whether you’ve used a market research company before, What your primary market research goals are, What your preferred method of talking to your customers is. Focus groups are not able to: Have you used a market research company before? 8. If investigators want to receive some specific data points about the direction of their work, then this qualitative approach can be an affordable and effective way to receive real-time feedback. Advantages and Disadvantages of Focus Groups A focus group discussion is an interaction among one or more experts and more than one individual with the intention of gathering data. Their format, questions, and style can be replicated in different places, cultures, and communities to provide a scalable form of market research. A focus group provides a condensed structure that makes it much easier to solicit a high number of opinions or feedback. Hit one of the buttons below to get started. Rob Binns Advantages & Disadvantages of a Focus Group. The disadvantages of focus groups are described below . The design allows for moderators to cover multiple aspects of a concept without going through the time-intensive process of conducting an individualized interview multiple times to gather information. Well, many consumers will jump at the chance to be involved with a product or service before it hits the shelves – to get that coveted ‘first look’, or exclusive ‘sneak peek’. It’s this ‘why’ – that intimate knowledge of what makes your audience tick – that will play a pivotal role in shaping the direction and strategy of your business in the months and years ahead. Additional expenses happen behind the scenes to develop the questions or product demonstrations so that the participants get asked the right questions. The responses in the interview are can be different what make the analyze very difficult, or … They’ll then be in touch with you directly to offer tailored market research advice and quotes – you just need to be based in the UK to be eligible. The group usually consists of volunteers gathered to discuss a … Robert K. Merton, a sociologist and the associate director of the Bureau of Applied Social Research headed the first focus groups in the United States.When used as a survey method, the focus group approach presents various pros, strengths and benefits, as well as cons, weaknesses and drawbacks. Focus groups provide a unique way to develop information because the answers of each individual typically build on top of one another. This advantage enables researchers to look at more people, hold more conversations, and evaluate crucial factors without having restrictions placed on them as they would have in other qualitative methods. Focus groups bring like-minded consumers together to have a conversation about an idea or product concept. Plus, questions still remain over whether focus groups accurately represent the wider community – and thus whether they offer anything of use. One-on-one interviews – These offer similar qualitative data to that provided in focus groups, with the advantage of being more in-depth because peer pressure is reduced and there’s no need to steer unwieldy discussions. That emotional attachment then leads to word-of-mouth marketing and brand loyalty that converts into sales once the idea reaches the marketplace. Focus groups are able to: Provide a broader range of information Offer opportunity to seek clarification Suggest potential solutions to problems identified Deeply understand the phenomena studied . THE USE OF FOCUS GROUP IN THE RESEARCH DESIGN The goal of a Focus Group is to have the participants understand the topic of … Focus groups are rarely used in isolation. People tend to be truthful in their replies when you ask them questions directly , therefore focus groups helps … Ask them questions, dive deeper into their answers, discover their needs. Introverts may be less comfortable speaking up, while the more outgoing personalities in the group are likely to be more forthcoming with their opinions. Basically, your results may not end up reflecting the feelings of the entire group, but rather the ‘squeaky wheels’ – that small, more vocal subset of respondents that can influence opinion and skew results. It is not unusual for people to express themselves non-verbally when they aren’t providing a direct answer, showing agreement or disagreement regarding an opinion or idea. In addition focus groups may be less expensive than interviews, provided the analytical treatment remains light. B2B settings are challenging to organize.. Focus groups look at B2C concepts primarily because it is challenging to... 2. It can yield a richer amount of data. The moderators control the discussion as per his or her experience:. These could include brands, companies, or products, as well as prominent societal figures, such as politicians. List of the Disadvantages of Focus Groups 1. In accordance with. 3. Focus groups typically involve a moderator-led group discussion with … Focus group is an important research method, here we list the advantages and disadvantages of such research method. According to HubSpot, these are the advantages and disadvantages that exist around the focus groups that brands develop as part of their analysis of the market and consumers. For a range of psychological reasons, your participants may get sucked into thinking as a group – which, for obvious reasons, defeats the purpose of running a focus group at all! These people are the direct customers that will eventually purchase the goods or services being presented during this meeting. Rather than having to sit several different respondents down for individual interviews, you can facilitate a session with a number of people at once. The purpose of this article is to outline the potential advantages and disadvantages of focus groups as a research method. Focus groups are often used by researchers to gather qualitative data and in-depth insights into a particular topic. It provides easy organizational methods in B2C settings. From planning the session and sourcing the participants, to hiring a good facilitator and (most importantly) interpreting the results, it’s not the cheapest form of market research around. Focus groups provide a useful way to measure the reaction of customers to a new corporate strategy, proposed service, or a new product. Advantages_DisA_MDC.docx, Jul-16 Focus Groups: Advantages and Disadvantages . Find out below, and receive tailored quotes from top market research agencies. It can be challenging to prevent bias from the moderator. Preparing focus group question is a complicated task. Advantages . Knowing the advantages and disadvantages of Focus Group compared to other research methods, its potential use in the research design will be shown. The disadvantages and the advantages will be discussed, and furthermore the use of focus groups as a research method against using other research methods will be evaluated. Groups empower people; In-depth information; Participants can reflect and rethink that they say; More people can be involved; Members of the group can bounce off each others ideas; Disadvantages. It functions with the help of a skilled moderator who facilitates a discussion with a small, selected group of participants for a specific amount of time. This combination creates a chance to glean insights from people in a targeted demographic that wouldn’t be possible otherwise. While ‘groupthink’ operates largely on the level of the subconscious, dishonest responses are a conscious decision. List of the Advantages of Focus Groups. Though under used, they are one of the most effective market research tools available. The source, in the focus groups, the qualitative data has the center of attention. Once you’re done, we’ll match you with a market research supplier that fits your specific requirements. Focus groups enable you to ask further questions and explore specific comments and reactions, leading to a deeper understanding of your customers’ motivations and pain points. They can uncover excellent insight. It’s easy. Some people struggle to stay engaged in focus groups. Depending on the kind of insights you’re looking for, a mobile phone questionnaire might be a more suitable (and budget-friendly!) There ’ s because focus groups may be less expensive than interviews, surveys... That it wants to bring business representatives into the same room to present a unique to... ; 1 list the advantages and disadvantages of focus groups come under careful consideration the investment gets.... Group is a foolproof representation of how the group feels about the entire concept qualitative method of data collection:... To say that B2B focus groups broadly, whenever you need to learn about people, customers target... 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S take a localized approach while gaining the international diversity needed to address pain... Research design will be shown dive deeper into their answers, discover their.! Discuss disagreements between consumers examples of additional market research method for your business not have the participants,. Of focus groups later review to ensure all useful information was gleaned from the strategy team then behind... Advantages focus group is a research technique of each individual typically build on top of another. Communities where a specific marketing effort to a unique demographic is anticipated a. Is a research technique done in a focus group typically builds on top of each question asked while a! They want to gather qualitative data has the center of attention ’ so. Can provide immediate ideas that may improve the concepts being introduced through this medium concepts. Only problem with that approach for some of the above, a focus group typically on. 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