Key points when preparing focus groups
Posted: Mon Jan 20, 2025 6:20 am
Below are some important aspects of the work that need to be taken into account when preparing a standard focus group:
The number of participants in a team and the total number of teams should be optimal.
The criterion of sufficiency is theoretical saturation. This situation is characterized by an increase in the number of group participants, but this does not affect the emergence of new information. The researcher has to admit that the saturation effect of the field has occurred, at which point the discussion can be stopped and no one can be asked.
Homogeneity of the group. All respondents botim database must have some similar characteristics. These include: gender, age, place of residence, level of education, profession, salary, political views, etc. It is acceptable to split the group into teams with diametrically opposed opinions.
Preparing focus groups
The selection of focus group participants (respondents) should be done using the “Snowball” method (through people you know and their acquaintances), or using a filter questionnaire, if selection is required based on certain parameters.
As a rule, focus groups discuss no more than five topics over the course of one and a half to two hours. Moreover, each topic is subject to about 5–7 clarifying questions. If a pre-project study is being conducted, then a smaller volume is acceptable for the training option.
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Optimal group size
There are no generally accepted parameters that determine the ideal size of a focus group.
If the number of respondents in one team exceeds 10 people, it will be difficult for the moderator to control the conversation, direct it in the right direction, and stimulate active interaction among respondents. As a result, instead of a focus group study, you get a regular meeting of a large number of people, in which the chairperson is the coordinator of questions and answers.
It is believed that a team with fewer than eight people is unproductive. This is primarily due to the fact that there is almost always at least one participant who speaks more than anyone else and not always to the point, as well as a shy or frightened respondent from whom you will not hear a word. Accordingly, if there is a discussion of goals using the focus group method with a quantitative composition of fewer than 8 respondents, then no more than five people will actually participate in the discussion.
Another point is that participants in small group discussions unconsciously consider themselves specialists or experts in a given issue, although in reality they are ordinary consumers whose task is to highlight their personal feelings. Therefore, it is very important that each respondent is aware of his or her role in the conducted research of a particular product. The participant's own opinion is the determining factor in the work of the focus group.
There are situations where conducting research in small groups is justified. This may be the case when there is a small number of respondents who need to be brought together for mutual communication, or when the agenda of the meeting is limited and it is not possible to include more people in the process. In such circumstances, it is possible to involve fewer than 6 participants in the study, since one group interview can be carried out at a lower cost than several individual ones.
Most experts believe that the optimal team size is 8-10 respond
The number of participants in a team and the total number of teams should be optimal.
The criterion of sufficiency is theoretical saturation. This situation is characterized by an increase in the number of group participants, but this does not affect the emergence of new information. The researcher has to admit that the saturation effect of the field has occurred, at which point the discussion can be stopped and no one can be asked.
Homogeneity of the group. All respondents botim database must have some similar characteristics. These include: gender, age, place of residence, level of education, profession, salary, political views, etc. It is acceptable to split the group into teams with diametrically opposed opinions.
Preparing focus groups
The selection of focus group participants (respondents) should be done using the “Snowball” method (through people you know and their acquaintances), or using a filter questionnaire, if selection is required based on certain parameters.
As a rule, focus groups discuss no more than five topics over the course of one and a half to two hours. Moreover, each topic is subject to about 5–7 clarifying questions. If a pre-project study is being conducted, then a smaller volume is acceptable for the training option.
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How to get contacts from a client: the most effective methods
Cross-marketing: 5 examples and 8 mistakes
32 Ways to Attract Clients: Proven and Unconventional
Optimal group size
There are no generally accepted parameters that determine the ideal size of a focus group.
If the number of respondents in one team exceeds 10 people, it will be difficult for the moderator to control the conversation, direct it in the right direction, and stimulate active interaction among respondents. As a result, instead of a focus group study, you get a regular meeting of a large number of people, in which the chairperson is the coordinator of questions and answers.
It is believed that a team with fewer than eight people is unproductive. This is primarily due to the fact that there is almost always at least one participant who speaks more than anyone else and not always to the point, as well as a shy or frightened respondent from whom you will not hear a word. Accordingly, if there is a discussion of goals using the focus group method with a quantitative composition of fewer than 8 respondents, then no more than five people will actually participate in the discussion.
Another point is that participants in small group discussions unconsciously consider themselves specialists or experts in a given issue, although in reality they are ordinary consumers whose task is to highlight their personal feelings. Therefore, it is very important that each respondent is aware of his or her role in the conducted research of a particular product. The participant's own opinion is the determining factor in the work of the focus group.
There are situations where conducting research in small groups is justified. This may be the case when there is a small number of respondents who need to be brought together for mutual communication, or when the agenda of the meeting is limited and it is not possible to include more people in the process. In such circumstances, it is possible to involve fewer than 6 participants in the study, since one group interview can be carried out at a lower cost than several individual ones.
Most experts believe that the optimal team size is 8-10 respond