Today we want to publish pictures of a focus group transmitted in video conference from TestPoint facility in Rome directly to the PCs of the clients, interested in listening to respondents’ opinions.
Focus group is a qualitative survey technique conceived in the middle of last century in the field of social sciences and subsequently used in market research and marketing.
Today, this methodology – which is intended to listen to consumer’s views – is used as a method to provide companies with assessments and opinions about a product, idea, or company by the reference target.
At the meeting venue – which can be physical or virtual in the case of an online focus group – the participants – usually between 8 and 10 people – exchange their views on the subject in question, in a relaxed and friendly environment.
The focus group moderator – skilled and expert in psychological / sociological matters – leads the group avoiding that the discussion goes off topic or loses the right pace; to make this, they use a “discussion guide”. Focus group participants, on the other hand, take part in the discussion and they share thoughts and opinions on the topic discussed.