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What is a focus group: a case study
A focus group is a methodology of qualitative research involving a group of 8/10 people invited to discuss, share opinions and attitudes about a topic, a product/service, a new concept, an ad, or even an app or a website. When respondents are invited to assess the structure of an app or a website by surfing it then we are talking of usability test that is also something we can organize.
The discussion is guided by an expert moderator, usually with psychological and/or sociological competence, who encourages and stimulates the free expression of thoughts and opinions based on a “discussion guide”.
A focus group can last from 2 to 3 hours. Rarely, it can last even longer . Focus groups are used by companies who wish to receive feedback from consumers or service users about a new product/service or an aspect of it, usually at an early stage of development or modernization of something that already exists, before it is launched onto the market.
Our experience in the field
Recentemente, Testpoint ha selezionato i partecipanti ad una ricerca di mercato molto particolare: si è trattato di quattro focus group in cui i partecipanti hanno testato e valutato due diversi menù “business”, preparati nella central location appositamente per loro...
Recently, Testpoint selected respondents for a very interesting market research. It was a qualitative research, carried out through group interviews (focus groups) during which the participants were invited to taste three prototypes of a new diet bar and to express their opinion.
We know that nowadays every aspect of our life and every choice we make as consumers are constantly and carefully monitored through specific market research that helps companies make commercial decisions as close as possible to the tastes and needs of potential buyers...
How to setup a focus group
The characteristics that must be respected are defined with the client company during the design phase of the market survey. Let’s take an example: if we have to select target people for a focus group of pre-school children’s game buyers, in the screening phase, through the questions, we will have to understand if the people who answer the questions have to do with preschoolers. So a first question of screening could be, for example: “do you have children or grandchildren between the ages of 3 and 5? And then we could ask: “and how often over the last year did you buy a game for them? etc. etc”.
Once the suitability has been verified, the screening phase ends with respondent’s confirmation and with the definition of the date, time and place of the meeting.
Testpoint focus group rooms are among the best ones in Italy and they are located in Milan, Bologna, Rome e Naples.
Each room is also equipped with a viewing room also known as one-way mirror room. Someone, perhaps remembering the story of Snow White, also calls them rooms with a magic mirror. These are real rooms equipped with a mirror that allows you to see without being seen by people who are on the other side. Often, such rooms can be seen in crime films. In our case they have nothing to do with crimes or complaints, but are rather used to allow customers to observe live and without being seen, the reactions of the participants during the focus group.
Al termine della riunione, a tutti i partecipanti, viene dato in regalo un omaggio come segno di riconoscenza per il tempo da loro dedicato all’iniziativa. In genere si tratta di buoni spesa o di buoni benzina ma altre volte è possibile anche regalare buoni online oppure veri e propri omaggi come oggetti, orologi, o altro che potrebbe avere anche a che fare con l’oggetto della ricerca.
Focus groups and modern technologies
With the widespread dissemination of the internet, new opportunities have also made possible for this new methodology. In fact, today it is more and more frequent for customers to watch focus groups connected through web-streaming directly from their office or even from their smartphone. All these features are obviously available for those who rent our rooms in Italy.