Hot LemonResearch services - focus groups
Focus groups are an ideal middle ground between the level of detail and open ended results that executive interviewing can achieve and the more singular dimensional nature of web or paper based surveys.
Focus groups – what are they?
Focus groups are small groups of individuals, usually 8 to 12, who are brought together in a neutral location to discuss a specific research topic, under the guidance of a moderator. This is a qualitative research methodology as particular subjects and issues can be explored in an open-ended fashion, similar in style to executive interviewing. However, they also introduce a group dynamic, which can provide more depth to the insights, if moderated well.
Advantages
Focus groups present opportunities for researchers to probe below the surface and learn why respondents think the way they do, similar to other qualitative methodologies. Focus groups are particularly good for in-depth exploration of new ideas, opinions, perceptions, and reactions to concepts and messaging. They are a good tool to either guide future research, or to validate existing research.
Disadvantages
As with other qualitative research methodologies, the results of focus groups cannot be reliably be extrapolated to larger populations (focus groups are often run in conjunction with other forms of research). Further, they can be costly to organise and if not moderated correctly, they can be influenced by the emergence of group leaders who influence the rest of the group. Additionally, because of the group dynamic, they are not necessarily suitable to research sensitive issues.
Focus groups – the Hot Lemon difference
Hot Lemon will provide experienced moderators for each focus group session, and will manage the whole process for our clients, from inviting participants, transcripting the results to providing the in-depth analysis.
If would like to find out more, please get in touch with us.
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