The most relied upon qualitative research method is a focus group in which 6 to 10 people led by a moderator discuss a specific topic in a permissive environment.
Sometimes upon clients' requirements extended focus group discussions are also conducted. These span upto 4 hours or more with breaks in between to account for respondents' fatigue levels. These require a longer time duration as they generally incorporate various projective techniques which are time consuming. Extended focus group discussions allow a greater in depth disclosure of participants' opinions, preferences, associations, mental maps, latent demands, etc.
The group of people are typically asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging.
The basis of the discussion is a guideline/ discussion guide drawn up in consultation with the client. The group is compiled in accordance with previously defined criteria – the people either have interests in common or possess other shared characteristics which are of relevance for the subject of the survey.
The focus group is transmitted by video to a neighboring room or can be watched through a one-way mirror.
For the evaluation either the minutes which are compiled during the discussion or the detailed transcription of the audio recording undergo qualitative content analysis.
Because of the group dynamic, focus groups provide a great opportunity for rich feedback in a relatively short period of time.
They are best suited for uncovering the spectrum or range of views, beliefs, attitudes, opinions, and experiences. This helps build assumptions and generate ideas which may warrant further assessment. Tasks of the “searching type” where as many different solutions as possible for a problem or a large number of new ideas have to be found or a lot of different ideas have to be brought together like incase of..