Focus Groups

Due to their relatively low cost, focus groups are one of the most popular methods used in qualitative market research.
The principles of focus groups are based on the fact that the dynamics of the conversation reduce inhibitions, anxieties and resistance, which in turn allows a greater insight into underlying motives and attitudes.
Focus groups are particularly suited to the examination of complex attitudes and the motives that lie behind them.

Advantages

• Low cost procedure
• Flexible methods
• High motivation of participants
• Multiple applications
• Consumer contact
• Involvement of client and control of process
• Multiple idea production
• Realistic opinion forming process

Variations on the method

• Cumulative focus group
• Contradictory focus group
• Mini-Groups
• Two-Way focus groups
• Combined focus groups
• Creative focus groups
• Dinner Party Groups

Facility with one-way mirror for focus groups at Dichter Research

As a qualitative research method, focus groups are particularly useful to generate new theories and ideas or to research into underlying factors behind behaviour or attitudes.