1. Focus Groups
By: Michelle Stagl

2. What is a Focus Group?
A Focus Group is a gathering of selected consumers that is used to determine the public’s response to a particular product or service.

3. History of Focus Groups
First used in 1920s to help develop survey questions
1940s – used to determine people’s responses to wartime radio programs
Until 1970s – mainly used in market research
Late 1980s – recognized as social science method and began to be more popularized

4. Purpose
To learn feelings or perceptions about a specific service or product
Not designed to reach a consensus or a decision

5. Two Types
Structured
the moderator has an agenda set that is not deviated from
Unstructured
the discussion is free flowing to allow for general discussion

6. Why are Focus Groups better than other research methods?
Have more control in how to respond than in surveys
Focus Groups allow for influence and interaction between the members
It is more efficient to interview multiple subjects at once if the question is known

7. Multiple Samples Used Allows for diversity
Multiple groups help to counteract irregularities
Counteracts environmental variables

8. Effectiveness People can be distracted if annoyed or angered
Participants must be comfortable
They must be engaged in the discussion
Difficult to control number of participants

9. Example

10. So…
A Focus Group is designed to learn the public’s opinion about some service or product. The effectiveness of it depends mainly on the participants. This method has been around for almost a century, but is now becoming more predominantly used.

11. Resources