Focus Groups

The classic image of a focus group is of eight to ten respondents sitting at a conference table in a room with a one-way mirror. While there are numerous variations on this theme, the classic focus group is the methodology of choice for many research projects.

Focus groups present an ideal environment for understanding the underlying motivation for customer decisions. During a group discussion, respondents tend to enthusiastically express both their likes and dislikes about products, services and communications messages, providing significant insights that cannot be gained in any other manner. The group dynamics encourage members to interact with and respond to one another, often sparking unexpected new ideas and revelations.

Focus groups are often the best methodology when there is an ample respondent base to draw on within a community. Typically, the respondents all have something in common, such as product use, demographics or occupation. Focus groups can be effectively conducted with a wide variety of respondents, ranging from consumers to business owners and physicians. Back to Top

Individual Depth Interviews (also called “IDI's” and “one-on-ones”)

Sometimes there are circumstances in which you might want individual responses instead of group interaction. Perhaps your ideal respondents work for competing businesses and won't openly share their thoughts with one another. Or maybe you want to test a product to see how an individual might use it.

Individual depth interviews (IDI's) can be conducted effectively both in person or over the phone. In-person interviews can be conducted in a traditional focus group facility or at a respondent's place of business. They are most practical when there is an adequate respondent base within a particular geographic market.

Telephone interviews can fulfill your research needs when your respondents are hard to reach (e.g., executives), or hard to gather together (e.g., geographically dispersed).

Regardless of where and how IDI's are conducted, you will get the same quality of information that you would from a focus group. IDI's offer a unique view of your respondents' attitudes, their reactions to your products and materials, and are often filled with rich, real-life anecdotes. Back to Top

Mini-Groups and Other Variations

For certain projects, the best methodology may be a mini-group: a small focus group with four to six respondents. Other variations may include dyads or triads (two or three respondents, respectively). These smaller groups are especially good for discussing technical subjects or for dealing with sensitive or emotional issues. For some projects (e.g., high-ticket purchases), small groups might consist of family members who make joint purchase decisions. There are many possibilities.

Small groups provide an opportunity to acquire a depth of information not easily attained with more respondents. They also provide a “safe” environment for shy respondents and/or difficult topics. Back to Top