Focus groups are interactive group discussions, moderated by trained research professionals, to explore how people feel about a particular issue. People from similar backgrounds or experiences are brought together to discuss a topic of interest.
Advantages of focus groups:
- Unearths a range of opinions, attitudes and experiences
- Addresses one or two main topics
- Is dynamic, allowing the interviewer to probe on responses given
- Elicits a variety of opinions through respondent interaction
- Interviews can be videotaped and observed
- Respondents can review concepts and interact with demonstrations
Disadvantages of focus groups:
- The average individual contribution time is 10 minutes
- Can be more costly than individual in-depth interviews
- Success depends heavily on the skill of the moderator
Gelb Consulting Group professionals have moderated hundreds of focus groups on a wide variety of topics. We have developed training programs for clients who desire to learn how to moderate focus groups for themselves (e.g., employee focus groups). |
