The main principle of the focus group scenario is a direct funnel, which is understood as a smooth transition from general questions to specific ones. At the beginning of the dialogue, participants talk about their personal impressions of the selected product/goods, after which they are asked leading questions. This is how additional details are determined that are very important for the moderator or customer.
Focus interviews are characterized by a wide range of applications. Using this method, it is possible to solve multidirectional problems and conduct research on a wide range of products. Examples of the use of the focus group method are studying the reaction of consumers to a particular product, analyzing opinions about an organization and its competitors, working on an election campaign or party, etc.
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Types of focus groups
There are quite a few types of focus groups. Below is a classification of them depending on different features.
By number of respondents
Standard groups consist of 8-10 participants.
Mini-groups of 5-6 people. This quantitative composition allows for a detailed analysis of respondents' opinions on the main topics of discussion, as well as maintaining the intensity of the conversation.
Peer groups of 2–4 respondents. This format is considered a transitional form from an individual interview to a group interview. This way, you can study the behavior of members of a single family, business partners, or other people who make a common decision.
Types of focus groups