Traditional Focus Group Discussions

Focus Group Discussions are informal, unstructured conversations on a subject or group of related subjects, led by a neutral moderator. These discussions are held with people chosen because they have one or more similarities. Focus Group Discussions are exploratory in nature. They are called for when the task is to find out "what are the ways people feel" rather than "how many people feel that way."

Focus Groups help to bring out all aspects of an idea, whether positive or negative-due to the group dynamics involved. Concisely defining the research issues, an experienced moderator and diligent recruiting are key factors to successful Focus Groups. Client involvement is an important aspect of Focus Group Discussions, since the client can literally "be there," watching the proceedings (in person or by Internet), or viewing them later on videotape.

Observing the discussions gives marketers a better handle on the opinions surrounding the issue and on the words and phrases customers or potential customers use in discussing the subject at hand as well as their knowledge of and involvement in the category. This, in turn, enables marketers to better understand their target market and communicate more clearly with customers and prospects. TwentyTen Research has had great success in handling focus group sessions on a wide variety of topics.

The three primary types of Qualitative Research are:

• Traditional Focus Group Discussions
• Projective Groups
• Category Dynamics