Focus Groups

 

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The traditional focus groups still have an essential role in qualitative research provided that they are redesigned in a more modern logic and beware to the quality of the product 

The best results are obtained:

  • with a maximum lasting of 2 hours, consistent with the capacity of attention and active participation of the respondents
  • with a high number of participants (better 6 than 8) which allows everyone to give their best using not binding qualitative discussion guides, that allow moderators to grasp the insights from the discussions to raise them
  • introducing innovative tools (e.g. tablets) and more emotional stimuli that promote creativity and lateral thinking
  • choosing the moderators that are most suitable to the characteristics of the sample and that can use in the best way the complexity of their activity (the ability to engage, be flexible, but always keeping in mind the objectives of the research, clarify also for the client the meanings of what the participants say)
  • giving large space in the brief to all the necessary information (background, marketing and research objectives)
  • working in depth on the crucial stage of the research, the one of the debrief together with all those who participated in the research itself (not simply collection information, but further clever, creative processing, at the level of brainstorming)
  • making the research more enjoyable for everybody: participants, moderator, customers