MODERATED GROUP DISCUSSIONS FOR QUALIFIED INSIGHTS INTO CUSTOMER NEEDS
Focus groups are moderated group discussions and are used to obtain qualitative information from existing or potential customers for predefined topics.
The method is used to generate data and steering information that support, for example, the possible design of products or services or the assessment of competitive performance.
FACE-TO-FACE VERSUS ONLINE FOCUS GROUP
A focus group usually consists of 5-12 people who do not know each other but have relevant, common characteristics for the topic. The participants discuss under the guidance of a moderator. The course and outcome of the discussion are recorded, transcribed, and qualitatively analyzed afterward. As a rule, several focus groups are conducted for one topic.
The classic focus group is a face-to-face event. Alternatively, it can be organized online, whereby the test persons are connected in a moderated chat room or online forum.
Online focus groups offer a number of advantages:
- High cost advantage due to omitted room and travel costs.
- Test persons from different locations and countries can participate at the same time with little effort.
- Participant profiles can be obtained who would not participate in person due to time constraints, e.g. doctors, managers, etc.
- Test persons can remain anonymous to the other participants, which enables authentic, non-biased statements on critical topics.
- Any number of observers of the client can be switched on
The disadvantage is the lack of direct personal contact. Visual contact is only possible via webcams, and non-verbal communication can only be recorded to a limited extent compared to a face-to-face event.
For many tasks, however, online focus groups can be used without any quality restrictions compared to stationary focus groups, in many cases even with qualitative advantages, because far more test persons can be integrated for the same budget.
EXPERIENCE FOR YOUR FOCUS GROUPS BY CONCERTARE
concertare has been organizing focus groups for any topic for many years. From our own panel of 150,000 people who correspond to the demographic profile of the Federal Republic of Germany, any number of participants with a defined profile can be recruited even at very short notice. Through international partners, who also have representative panels for their respective countries, international or multinational focus groups can also be realized quickly and cost-effectively.
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