What is a focus group? A focus group is a panel of 6 to 12 individuals who are asked to participate in a market study at a given time and place. The individuals are asked questions to respond to certain products, themes, advertising materials or general market observations and to give their opinions. These attitude assessments are valuable to businesses in helping them understand how the people in the marketplace feel about them or their products and services. Why should I use a focus group? Focus group research is easy to obtain, takes relatively little time and money and can produce rich and useful information on why consumers think and act the way they do. What goes on in a focus group session? During a focus group, the 6 to 12 individuals—who are prescreened to meet certain characteristics such as gender, age, etc.—are asked to react to certain questions or material. The focus group is a relaxed, informal discussion led by a trained moderator in a setting that encourages conversation and interaction. The session can last from one to two hours and is usually recorded by audio or video. Often clients observe the session through a two-way mirror or via closed circuit TV. Participants are compensated for their time, and refreshments are usually served. Can focus group interviews be used for all kinds of market research? Focus groups can be used to develop insights into how groups view a particular topic or why they hold certain opinions. They are useful in planning and design of new programs and in revealing how groups feel about existing programs. They are particularly good for brainstorming ideas and fostering creativity. Who uses focus group research? The kind of research focus groups produce is used by all kinds of organizations and professionals including service organizations, manufacturers, Web site developers, nonprofit organizations, government, political parties, market researchers, social scientists, business consultants, education specialists and innumerable others. What end products will I receive? Clients typically view the focus group sessions through a two-way mirror or via closed circuit television. At the end of the session, the moderator prepares a written documentation of the sessions including important findings and recommendations. Clients also receive copies of audio and video recordings for the sessions. How do I make best use of focus group research after it’s completed? If clients need help modifying their market strategy, advertising or other business approach, Central Focus can recommend ways to develop new marketing, advertising or promotional materials to reach objectives. What happens if I need market research other than focus groups? Central Focus has developed business relationships with firms that do all types of survey research. We can help you develop a more extensive market research or advertising research program. How much does a focus group project cost? Costs depend on the number of sessions and the type of participant, along with the requested analytical outcomes. Typical focus group costs are about 25 to 50 percent of survey market research, so they are an affordable alternative. For a free consultation, call Dick Dahn at 302-655-3665 or e-mail him at dickdahn@abcfocus.com.