The Focus Group is a research methodology used in Marketing to find out the opinions of a certain group of people about products and services, in order to obtain ideas to improve them or develop new ones. It is also useful to check if the market segmentation and choice of the target audience have been carried out correctly.
It is a term coined by the sociologist Robert K. Merton in his essay 'The Focused Interview' in 1956. Since then, it has become one of the most widely used qualitative methodologies for market research and although in its beginnings it was carried out in person, now it is possible to do it 100% online.
Both forms of application of this methodology (online or in person), are associated with a set of advantages and disadvantages that must be considered by those who lead the research. If you need to develop a Focus Group and you have doubts about which option to choose, here we present all the advantages and disadvantages that each procedure offers.
The face-to-face or traditional Focus Group consists of bringing together in the same place, a group of people who have been selected according to sociodemographic and consumer criteria. The session is led by a moderator, usually lasts two or three hours, and those involved share their opinions and needs about certain products or services.
The face-to-face Focus Group seeks to establish real conversations between potential clients and users of a brand or service. These dialogues are guided by the moderator, which allows to know what those involved expect from the brand in question and to obtain a deep insight into their concerns and way of thinking.
All the data obtained is subsequently analyzed, to improve products or services and optimize marketing campaigns.
Advantages of a face-to-face Focus Group
Disadvantages of face-to-face Focus Groups
The online Focus Group has the same objective as the face-to-face, but the discussion takes place virtually, through an online platform or software, so the participant only has to have time, a compatible computer or mobile device , audio & video and a stable internet connection.
Participants receive the content and can discuss with each other on the issue raised, while the moderator collects impressions or data on their opinion. In addition, the moderator can carry out dynamic activities that encourage feedback and apply surveys, among other complementary tools.
Because of its convenience, efficiency, and low cost, many researchers prefer to conduct Focus Groups online.
Advantages of online focus groups
Disadvantages of online focus groups
What alternative should we choose?
To determine which is the perfect option, it is necessary to establish the specific needs of each study, the variables involved, the budget, among other issues. So far, both versions of the Focus Group methodology complement each other without one succeeding in completely replacing the other.
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