Learning why customers like a specific brand can seem a basic undertaking. What to ask, how to ask it, and who to ask, however, can become rather complex. Or is it in-depth analysis? Will the study take place in the field or a control room? Seemingly similar, focus groups and interviews can offer very different results in the same scenario. All depends on who is being questioned, and when. A group discussion hosted by a moderator, focus groups involve anywhere from four to eight participants.
Selection of participants varies a great deal. Studies may base decisions on age group, gender, regional background or any other demographic marker. No matter the selection process, however, the aim of focus groups is to find a consensus. Interviews consist of exploring the attitudes and responses of a sole participant. Interview answers, therefore, have the most capability to offer substantive, in-depth answers.
The method is also ideal for exploring subject areas the might be deemed too controversial or sensitive for a focus group atmosphere. Obtaining information is the key goal. Though maybe seeking a focus group, any researcher would still be smart to conduct an interview. In-depth interviews also known as IDIs are also used to conduct qualitative market research, but they differ from focus groups in that there is no group.
Instead, interviews are conducted one-on-one, many times but by no means exclusively with industry professionals whose body of knowledge in the industry allows them to give more detailed responses to the questions asked.
The fact that there is only one participant also allows that participant more time to speak, as opposed to a focus group where participants have to share the time allotted.
There are pros and cons to both focus groups and IDIs. When it comes to deciding which technique to use, the goals of the research have to be taken into consideration. IDIs are best used in situations where the goal of the research is to get feedback on isolated user experiences. Using a focus group allows the moderator to encourage conversation, which can lead to a feedback effect among the group that spurs further conversation that might not have come up in an IDI.
Experienced market researchers employ a variety of methodologies to capture the nuanced responses of the target demographic, who are specifically recruited to participate in market research studies. Focus groups are well curated and long before a group of people are sitting in a room together, the researcher spends a lot of time working with the client to better understand who the target demographic is.
With the target audience in mind, professional recruiters are usually hired to find the best participants to populate the study. Syed Zohaib Rizvi 18 February Really helpful. Submit a Comment Cancel reply Your email address will not be published. Related posts. How many interviews should you conduct for your qualitative research? What are the different types of focus groups?
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