What is a focus group?
Focus groups were originally called “focused interviews” or “group depth interviews”. The technique was developed after World War II to evaluate audience response to radio programs (Stewart & Shamdasani, 1990). Since then social scientists and program evaluators have found focus groups to be useful in understanding how or why people hold certain beliefs about a topic or program of interest. A focus group could be defined as a group of interacting individuals having some common interest or characteristics, brought together by a moderator, who uses the group and its interaction as a way to gain information about a specific or focused issue. A focus group is typically 7-10 people who are unfamiliar with each other. These participants are selected because they have certain characteristics in common that relate to the topic of the focus group. The moderator or interviewer creates a permissive and nurturing environment that encourages different perceptions and points of view, without pressur
A “Focus Group” is a group of individuals selected and assembled by researchers to discuss and comment on the topic that is the subject of the research. Just like surveys, you simply share your opinions and discuss them with others. Focus groups are often held online via special communication or chat systems, but they also take place in the “real” world as well. If you are interested in participating in these types of focus groups, we show you how – and you can often earn up to $150 per hour for doing so!
A focus group is a moderated discussion among eight to 12 users or potential users of your site. A typical focus group lasts about two hours and covers a range of topics that you decide on beforehand. Focus groups are a traditional market research technique, so marketing departments are often more familiar with focus groups than with usability testing or contextual interviews. However, the techniques produce different kinds of information. In a typical focus group, participants talk; you hear them tell you about their work. In a typical usability test or contextual interview, users act; you watch (and listen to) them doing their work.
Focus groups are conducted to gather understanding on how or why people hold certain beliefs about a topic or program of interest. A focus group could be defined as a group of interacting individuals having some common interest or characteristics, brought together by a moderator, who uses the group and it’s interaction as a way to gain information about a specific or focused issue. A focus group is typically 7-10 people who are unfamiliar with each other. These participants are selected because they have certain characteristics in common that relate to the topic of the focus group. The group discussion is conducted several times with similar types of participants to identify trends and patterns in perceptions. Careful and systematic analysis of the discussions provides clues and insights as to how a product, service, or opportunity is perceived by the group.
A focus group is made up of a group of individuals that have been selected by the company sponsoring the research or the research company hosting the group to discuss a given topic. The topic will relate to the company that is holding the focus group. You may or may not know what the point of the focus group is, or which company it’s being held for. You’re just there to share your opinions and discuss them with others in the group. These sessions can be held online or in a research center. Focus groups can take a few hours, but they can pay over $100 per hour, so it’s well worth your time.
