Preparing for task 3: What is a focus group?

How are focus groups different from regular 'groups'?

A focus group is different in three ways:

• The main difference is that it is focused. The group has a discussion on a specific subject .
• In the group there is always a leader. The leader's job is to keep the group on course.
• The group's composition and the group discussion are carefully planned for people to talk openly and free. Members encouraged to express their own opinions.

Advantage:

A focus group is a useful method that can be used to measure the reaction of customers to a company’s new product. Focus groups usually provide immediate ideas for the improvement of the  products or concepts they are discussing. They also help find the product requirements of end-user as well as the other needs not addressed by the company . Also focus groups provides an insight on the current position of the company’s competitors and how the customer sees it. It is also good to see the reaction of customers to a product’s design, packaging, price and message.

Disadvantage:

Compared to individual interviews, focus groups are not as efficient in discussing the maximum depth on a particular issue. A particular disadvantage of a focus group is the possibility that the members may not express their honest and personal opinions. They may be hesitant to express their thoughts. Compared with surveys and questionnaires, focus groups are much more expensive to execute.