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Techniques for conducting focus groups. What is a focus group? People's culture is one of the most important points

07.09.2023

Experts break down the organization of work with interviewers into the following stages: selection of interviewers; training; provision of documents for field work; organizing control over the ongoing work of interviewers; preparation of final documents by interviewers; checking the work of interviewers (validation).

Composition and size of the focus group:

In foreign practice, 8-10 (less often 6-8) FG participants are considered optimal, in domestic practice - 10-12.

In his manual on FG, G. Edmund argues that more people in a group discussion are ineffective, and the conversation in this case cannot be controlled.

According to other Western sources, the size of the focus group is from 8 to 12 people, its meeting lasts on average two hours and covers several topics, based on a pre-drawn plan. Thus, the boundaries of the size of the FG range from 6-12 people.

The main parameters of a FG study, such as the number of participants, their social characteristics, the number of groups, etc., are determined by two factors: the general methodological requirements for conducting group interviews and the objectives of the study.

It is known, for example, that during the presidency of Ronald Reagan, his speeches to the American people were first tested in the FG. The composition of the FG reflected the demographic composition of the future audience. Presidential speeches were broadcast only after appropriate changes were made to the text and manner of speech, which made the speech as convincing and understandable as possible.

Exceeding the maximum permissible number of participants (12 people) leads either to the emergence of a passive audience, and the exchange of remarks begins to take place between the most proactive persons, or to the splitting of the discussion into several private meetings. The focus group should be small enough to allow participants to talk as frankly as possible.

K. Glesn and A. Peshkin suggested that interviewing more than one person is sometimes extremely useful: some teenagers are more comfortable talking in a company, and it is better to discuss a number of topics in a small circle of familiar respondents. Reducing the size of a focus group below a minimum limit stifles creative discussion, limits the number of new ideas, and often degrades their quality.

A shortened version of the group (4-6 people) is suitable only in extreme situations, for example, when the interview is overly long and the participants have reasons to leave the group; or when discussing a very large number of issues, when an increase in the number of participants threatens chaos.

The need to use small focus groups is explained by the following reasons:

    in a large group, participants have less time to speak, discussions last longer, sometimes without leading to the desired result;

    the leader of the discussion (moderator) in a large group is forced to act in a directive manner, strictly limiting the time of its participants;

    in a large group, many feel less comfortable than in a small group, since their ability to defend their point of view is reduced.

The main factor determining the size of the group is the purpose of its holding and the nature of the problem being discussed. If the goal of a FG is to obtain as many new ideas as possible, then a large group is preferable. If we want to identify the deepest and most detailed opinions of each respondent, then it is advisable to form small groups.

Thus, the group should not be so large that it becomes unmanageable or prevents the active participation of most members, but at the same time it should not be so small that it does not provide significantly greater coverage than an interview with one person.

The composition of the group is determined after preliminary selection (recruitment) of people who agreed to take part in the study. Most often, researchers select a group based on the principle of homogeneity - group members must have similar socio-demographic characteristics. It is necessary that the participants belong to the same social class and feel comfortable talking with each other. It is important to note that the purpose of selection is the homogeneity of the social characteristics of the participants, but not the homogeneity of views and attitudes. Violation of this principle can lead to unproductive discussion. For example: when discussing the introduction of Prohibition, you should invite either only non-drinkers or potential alcoholics.

The composition of group participants is established taking into account the following characteristics:

    social affiliation (status): usually respondents who are close to each other are included in one group social status(while in different groups all major segments of the population must be represented);

    life experience of the participants: in one focus group, as a rule, people with similar life experiences gather;

    degree of competence: respondents with significantly different degrees of competence should not be present in the same group;

    consumer opportunities: one group should contain people of approximately the same level of financial and economic capabilities;

    age and marital status: people of different ages should not be included in the same group (and groups should provide all age categories);

    cultural differences: it is advisable not to include representatives of different cultures in one group;

    gender: most researchers advocate mixed gender FGs;

    point of view on the problem being discussed: people with different opinions on the issues brought up for discussion should definitely be invited to one group.

The main social characteristics taken into account when determining the composition of groups are: gender, age and nationality (in some regions religious affiliation may also be significant), education and social class.

Focus group method is a group focused (semi-standardized) interview, taking place in the form of a group discussion, with the aim of obtaining from its participants subjective information about their perception of various types practical activities or the products of this activity (for example, the implementation of certain social and charitable programs, the provision of social services, etc.). This subjective information obtained from consumers during focus groups is a form of feedback. It gives organizers of practical activities the opportunity to see the latter through the eyes of consumers, which helps make adequate decisions on its implementation.

Thus, the essence of the method is that the participants’ attention is focused on the problem (topic) being studied in order to determine their attitude towards it and find out the motivation for certain actions. The objectives of focusing are not only to obtain deeper qualitative information from each of the participants, but also to identify different points of view during the discussion, to identify the variability of points of view, opinions, behavior and attitudes. The opinions of the participants may change during the discussion, but the task of developing single solution, a common position, as a rule, is not stated.

Historical reference

The first attempts to conduct group interviews began in the 1920s. in the USA (Bogardus, 1926; Edmiton, 1944; Thompson and Dimeret, 1952 et al.), but they were rare and have not been subjected to systematic analysis.

The term "focused interview" (individual and group) appeared in the 1940s. Its development also began in the United States during the Second World War and was associated with the study of the impact of Allied propaganda on its army. Focused interviews were initially described in general terms by G. Hertzog, who studied listeners' reactions to various radio programs. However, the basic principles and techniques of focused interviews were developed by R. Merton and G. Herzog in the process of their joint work: on behalf of a number of military departments, they studied the perception of Allied propaganda materials. In 1956, R. Merton and his co-authors summarized this experience in great detail in the book “The Focused Interview,” today considered a classic. A focused interview, due to its semi-standardized nature, combines focus on a specific problem and freedom of expression by respondents. In R. Merton's work, special chapters are devoted to both individual and group focused interviews, but the term “focus group” itself is still missing here. It was most likely introduced by advertising researchers, as the method was predominantly used in marketing in subsequent years.

As R. Kruger, a well-known specialist in the focus group method, notes, nowadays psychologists and sociologists seem to be rediscovering the innovative work of R. Merton and his colleagues for their time, which remained virtually unnoticed for almost 30 years. This underestimation of the focus group method, as well as methods of qualitative analysis in general, was largely caused by the craze for quantitative methods, the general tendency to trust only numbers. But at the same time, there was a growing need for a deeper understanding of human experience, which cannot be reduced only to numbers. The need for qualitative methods of analysis manifested itself, in particular, in the development of socio-psychological examinations of various social programs.

The definition of the method and the procedure for its use itself make it possible to highlight the features of this research technique (Fig. 11.1). The focus group method is a qualitative research method.

Rice. 11.1.

Unlike quantitative methods, such as sociological surveys, which answer the questions “who?” and “how much?”, the focus group answers the questions “how exactly?” and why?".

The second feature of focus groups is the method of sampling and methods of collecting information. In a sociological (quantitative) study basic method is a survey in which respondents are questioned using a single scheme (questionnaire). In a focus group (qualitative research), in-depth group interview methods are used to “pull out” information from the respondent that is not on the surface, showing a wide range of attitudes to the problem.

The third feature is that a focus group is a subjective research method (in contrast to sociological research, which is an objective method of collecting and processing information). The point of this method is that during a group discussion the respondent is included in communication with others like himself. Therefore, the psychological barriers separating the researcher and the respondent in a sociological survey are removed here much more effectively and the emotional reactions are much brighter. Focus group participants are “focused” on issues of interest to the researcher in order to obtain hidden information.

The focus group method is widely used in marketing, in particular in advertising research. Today it is increasingly being used in other areas (social research, education, healthcare, psychological examination of various social programs). In our country, the use of the focus group method began in the late 1980s. Most often, focus groups are used to achieve the following goals:

  • generating ideas;
  • hypothesis testing for quantitative research;
  • preparation of tools for quantitative research;
  • interpretation of quantitative research results;
  • studying the behavioral characteristics of individual groups of people.

The main psychological mechanism of a focus group can be considered a group discussion. As is known, discussion is used in practical psychology in various groups: psychotherapeutic, training, brainstorming, etc. All these groups have a number of common psychological characteristics, due to the fact that the group discussion technique is basic for them. In this sense, they are largely similar and follow some general rules, for example, they observe certain phases of the development of group discussion, create a friendly atmosphere in the group and favorable conditions for each group member to participate in the discussion.

The main difference between the above groups is determined by their specific tasks. For some, the main task is to find, as a result of a group discussion, the optimal solution to the problem under discussion; for others, it is to resolve the conflict and reach a consensus; for others, the educational or psychotherapeutic effect is important. Differences in the tasks of groups using group discussion techniques are reflected, in particular, in how much attention is paid to the different phases of the discussion. As you know, in a group discussion it is customary to distinguish three phases: orientation, evaluation and the final phase.

Since the task of a focus group is limited to obtaining the most complete and varied information possible about how and why its participants perceive certain objects (mass communication materials, social programs, social services, etc.), the main attention is paid to the orientation phase. It involves determining the goals and topic of the discussion, introducing its participants to each other, and collecting information about their opinions and judgments on the topic of discussion. In focus groups, the phase is actually omitted, which involves a joint assessment by its participants of the information received or the solution being developed. The final phase contains a brief summary of the work without any evaluation of its specific participants.

Instructions

Determine the range of questions you want answered during the focus group. You must clearly understand what you will do with them and how you will use them in your strategy. Often, the questions put up for discussion are not the same as the outcome - the result of the research remains on paper, without being implemented. When writing questions, try to take into account the interests of all departments, not just your marketing department.

Decide who will be the moderator, that is, the leader of the focus group. This should be a sociable person who knows how to ask questions, and if the need arises, move the direction of the conversation in the right direction and encourage participants to give detailed answers. The moderator should not record the responses of invited guests during the study. Similar functionality should be assigned to the observer psychologists located on the other side of the mirror wall.

Provide video recording equipment. Mark in advance the shooting point where you will place the video camera on a tripod. Test whether everyone sitting at the table will be included in the frame. Adjust sound, lighting, color balance. Also, when preparing for a focus group, provide refreshments, pens and notepads for participants, and a flip chart for the moderator.

Invite participants. Think about how to encourage their compliance. Once again, make sure that all of them are your potential buyers, and not just unemployed people who participate in such research in large numbers and with regular frequency for a small fee. It’s better to do the sampling yourself, without relying on external marketers.

Ask a new question to focus group participants only after you have thoroughly discussed the previous one. This study does not allow returning to topics, as this disrupts the process of adequate perception of the product. If the topic under discussion concerns a material item (not a service), be sure to prepare samples. Having them in hand will make it much easier for focus group participants to answer the moderator’s questions.

Watch the video. Compare your feelings with the opinions of psychological observers. Record all responses from invited participants. To analyze the results, create a summary table in which you highlight repeated answers with markers of the same color. In order for the answers to the questions posed to be objective, 3-4 meetings should be held for each product, each of which can be attended by up to 10 people.

FOCUS GROUP METHOD The focus group method refers to qualitative methods of collecting information and is based on the use of the effect of group dynamics. The use of this method involves a group discussion under the guidance of a specialist (moderator). The main advantage of this method is the ability to quickly obtain so-called in-depth information in a small group of respondents. The essence of the method is that the attention of the participants is focused on the problem (topic) under study, in order to determine the attitude towards the problem posed, to find out the motivation for certain actions.
In addition, this allows the customer to monitor the progress of the study and draw appropriate conclusions. focus groups are relatively low (for example, compared to deep groups). Focus - can be used in combination with other methods (both quantitative and qualitative) and as an independent method of collecting information. Distinctive features
Unlike quantitative research methods (for example, sociological), which provides answers to the questions 'Who..?' and 'How many..?', a focus group provides answers to the questions 'How exactly..?' and 'Why.. ?' The second feature is the method of sampling and methods of collecting information. In sociological (quantitative) research, the basic method is a survey (personal, telephone), in which respondents representing a certain category of consumers are interviewed using a single scheme (questionnaire). Focus group (qualitative research) uses in-depth group interview methods to “pull out” information from the respondent that is not on the surface, showing a wide range of attitudes to the problem.
Focus group is a subjective research method (in contrast to sociological research, which is an objective method of collecting and processing information). Most often, focus groups are used to achieve the following goals:
generating ideas;
hypothesis testing for quantitative research;
preparation of tools for quantitative research;
interpretation of quantitative research results;
studying the behavioral characteristics of individual groups of people.
The number of group members is from 8 to 12 people. Gender, income level, etc. are used as criteria for selecting participants.

Dictionary of business terms. Akademik.ru. 2001.

Books

  • Focus group method, S. A. Belanovsky. The focus group method or in-depth group interview is one of the so-called “flexible” or “qualitative” methods of sociological research. Currently, in developed countries...
  • Focus group method, Belanovsky S.A.. The focus group method or in-depth group interview is one of the so-called “flexible” or “qualitative” methods of sociological research. Currently, in developed countries...

A focus group is a specific group of respondents, which consists of 8-10 people who come together to discuss a specific topic in which each of them is interested to one degree or another. The discussion can last up to two hours, but a situation often arises when you have to work an order of magnitude longer. It is worth noting that if it is known in advance that you will have to work for a longer time, then in this case the focus group is called extended. Discussions at such a meeting refer to technologies of qualitative analysis, since the information that is obtained as a result of the work of such specialists cannot be called representative for a certain group of people.

Why is it needed?

A focus group is a necessary part of modern marketing, which is actively used in a variety of areas of business. This group is being created so that its participants, in the process of a well-directed discussion, can express own opinion on the topic of discussion, trying to reveal it from an individual point of view. In the process of studying such groups, a fairly wide range of opinions is revealed, for example, this may concern the level of customer satisfaction and consistency, perception of the level of service, identification of leaders in a particular area, as well as a number of other issues.

Also, a focus group is a good tool for understanding hidden motives and motives regarding the level of service. Consumers always have a wide variety of information from their own life experiences regarding high and low levels of service, and unlike most other topics, the consumer happily discusses this information with other people. Thus, a focus group is a fairly popular option for gaining insight into various aspects of the quality of public service, as well as the level of satisfaction and consistency on the part of consumers.

Focus group of competitors - is it realistic?

While the use of a focus group is often encountered in the process of studying various problems related to the opinion of customers, in order to explore problems in the structure of a business, it is much more difficult to use it, especially if the group is composed of representatives of companies that operate in a certain area . In the vast majority of cases, conducting a focus group is rarely of interest to company representatives due to the fear that competitors may obtain and subsequently use confidential information belonging to this company in one way or another. However, groups still function ideally if they are recruited from non-competitive companies, and at the same time, the participants themselves may realize that their businesses have much more common ground than they might have thought.

What determines the success of such a group?

How successful a focus group will be depends on a large number of factors, namely:

  • Competent selection of participants.
  • The right choice of a coordinator or, as he is also called in professional circles, a project moderator.
  • Comfortable environment.
  • Relevance of the topic under discussion.

How many respondents should be represented?

As with quantitative research, different kinds Focus groups require, first of all, a competent choice of its composition. It will be necessary to initially recruit a representative sample from the audience that represents the main purpose of the study. Since in the vast majority of cases the group usually consists of people who work or live permanently in a geographically limited area, it makes sense to gather such groups in different areas, especially if there are some regional characteristics in the consumer’s perception.

What problems might there be?

In addition, it will also be quite important to calculate the dynamics of the group. For example, how effective will a group be that includes both men and women? Imagine a situation where a man would be more interested in impressing the opposite sex instead of seriously discussing a specific company issue. Of course, this format often brings excitement to the group, but in fact other participants may be unhappy with this, and in principle it very often simply interferes with normal discussion of the issue.

Difficulties may also arise when types of focus groups are recruited from participants of mixed ages, as a generational conflict may end up being created. For example, this often happens when discussing issues such as whether to take out money on credit.

People's culture is one of the most important points

It is also imperative to take into account differences between cultures. In certain countries, it is quite difficult to force a respondent to sincerely express any critical remarks regarding the quality of the goods or services provided by a certain company, for the reason that there public criticism is one of the main signs of bad manners. It is for this reason that a focus group is a separate topic in psychology that receives close attention. Among other things, representatives of different cultures may consider it absolutely wrong for a man to be appointed as a coordinator in a group of female respondents.

Moderator

What focus group method should be used? This is a question for experts, because their main purpose is to make the work of the assembled people as easy as possible. In the vast majority of cases, the work of such groups is carried out in the format of a discussion, which is built around a topic that is agreed upon in advance. The group moderator must have specialized skills to direct the discussion in such a way that each participant has the opportunity to express his own opinion, and at the same time ensure that any opinion does not dominate the opinions of other people who are present in the group.

The moderator must carefully ensure that each individual topic is discussed over a period of time. Among other things, the coordinator must listen very carefully to what and how each member of the assembled group says, while at the same time trying to understand his state. The focus group moderator is professional specialist, who thoroughly understands the conduct of such events. The moderator may need to use certain stimuli or some other specialized means in order to develop specific topics. In other words, all this work must be done by a qualified specialist, since the focus group method is an extremely important and responsible undertaking that should not be managed by beginners, but by confident professionals.

Room

Often, conditions are created so that focus group marketing research is carried out in a specially equipped room. Today, the group often gathers in a room that initially specializes in sound recording and filming. Often, such offices have special rooms that can be completely refurbished in accordance with the goals pursued by the group.

In particular, for example, some companies often create a cozy living room environment with a sofa, chairs, TV, coffee table and other traditional interior elements. It will also be possible to transform the room into something similar to a meeting room if research is being carried out in the field of entrepreneurial activity. In any case, the primary task that the moderator sets for himself when leading a focus group is the type of room that should not be stressful for the participants, and also not create any discomfort for them. At the same time, we should not forget that agreeing to participate in a focus group is a rather extraordinary event in the lives of many people, so many feel various kinds of concerns about this.

What does this give?

If the initial focus group analysis is carried out correctly and everything is well organized, then the company will inform all participants in advance of various details that relate to the upcoming event. Among other things, food is provided, and some even prefer to take the participants home after the group has finished its work. Participants are often given a fee to compensate them for their time.

What to discuss?

Another important element is what exactly the focus group participants will discuss, or more precisely, the thematic index of this event. This includes a specific list of topics to be discussed and will subsequently be used to steer the discussion in a specific direction.

In order to maintain interest on the part of participants in the subject for which focus group research is being conducted, it is necessary to initially prepare for discussion those problems that are important to all consumers. Initially, the discussion begins with an introduction to each individual participant, after which the subject of the conversation is discussed directly, and absolutely everyone participates in this discussion. This is extremely important, since the moderator must involve each participant in the subject of discussion as early as possible.

Still, the very format of such an event is a kind of meeting of friends, but these are strangers who have been gathered in a place unfamiliar to them, where they are doing something that they have never even done before - they are having a productive discussion regarding the subject. which they may not have even thought about before.

How does the presenter behave?

Leading a focus group discussion is a responsible specialization, and the person who carries out this work must initially destroy the complexes of each of the participants. And after he succeeds, he must, in accordance with the thematic index, conduct the conversation according to a special scheme: starting from a superficial acquaintance with the topic and ending with the deepest penetration into all its aspects.

Need results now

Immediately presenting the results after the group has finished working is something that any moderator often fears. After several hours of hard work have been carried out, the group facilitator is asked to immediately provide results on the main issues of the discussion. This requirement simply does not allow the moderator to reflect on the information received, for example, in order to understand how the results differ from those obtained by other groups in the process of researching a given topic. At the same time, the client has already drawn his own conclusions, and now insists that the moderator lay out his own, and he can compare them.

It often happens that the situation is complicated due to the personal characteristics of those people who are conducting the research. Still, a focus group in sociology is far from the same as in marketing, so specialists, each of whom understands their own particular field, may conflict with each other.

Is it correct?

In fact, it is not always possible to draw conclusions based on the results of a specific focus group, especially if it concerns some new services or products. In the vast majority of cases, it is necessary to gather several groups at the same time in order to finally understand why consumers behave in one way or another, because a focus group in marketing is a universal tool that should cover everyone.

In addition, it often happens that it is necessary to change the content or the main purpose of the research being conducted if the initially obtained results cannot be interpreted normally or only generate more large quantity questions that may need to be added to the questionnaire.