What Are The Pros & Cons Of Focus Groups?

Focus groups are a key market research tool and many businesses are unaware of the benefits they can offer, which includes deeper insights into how consumers interact with products, brands, and services.

However, focus groups aren’t perfect and might not be the right market research method for your business.

So what are the advantages and disadvantages of focus groups? Let’s take a look at our top seven reasons for and against using focus groups.

What Is A Focus Group?
Types Of Focus Groups
FAQs On Focus Groups
Conclusion
References
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What Is A Focus Group?

A focus group is a primary research method where the researcher selects a group of customers to interview. Its purpose is to gather data on people’s perceptions, attitudes, beliefs, or product feedback.

A focus group often consists of one moderator interacting with two or more participants. However, there can be two moderators, one directing the discussion and the other observing.

Focus group participants can be chosen based on location, age group, status, gender, job titles, etc.

Types Of Focus Groups

Focus groups can be split into many types depending on the number of participants and moderators. Typically, there are five types of focus groups.

1. Mini-Focus Groups

As the name suggests, mini-focus groups are carried out in small groups. When the number of participants is high, the moderator can split them into smaller groups of 3-5 people. This allows everyone to engage in a discussion and voice their opinions. Later, each group can share the final idea/opinion/solution they came up with and discuss it with other group members. Mini-focus groups can save a lot of time and effort in conducting focus groups.

2. Two-Way Focus Groups

Two-way focus groups include a moderator interacting directly with a group of participants. During the discussion, the moderator can ask or answer any question the participants might have. This type of focus group is most effective when the number of interviewees is small, and the discussion topic is specific.

3. Dual-Moderator Focus Groups

In this type of focus group, there are two moderators. One will interact with the participants, while the other will observe the discussion and handle the technical aspects of the interview. This kind of focus group is more effective than the one-moderator focus group as it ensures the moderator can pay full attention to the participant without taking notes or reading her body language.

4. Dueling Moderator Focus Groups

In contrast, to dual-moderator focus groups, dueling-moderator focus groups include two moderators interacting with the participants simultaneously. Both will ask questions, engage, and observe the participants’ behavior. The advantage of dueling moderator focus groups is that they can give more diverse viewpoints and minimize subjectivity in research.

5. Respondent-Moderator Focus Groups

Unlike the other types of focus groups where the moderator comes from inside the company, moderators in respondent-moderator focus groups are the participants. One participant will be asked to become a group leader and moderate the discussion.

6. Online Focus Groups

An online focus group, which falls within the broader category of focus groups, entails interactions between a moderator and participants through the Internet. Commonly, video conferencing tools like Zoom and Google Meet are employed for the facilitation of these virtual sessions.

Online focus groups offer enhanced convenience compared to traditional ones, eliminating constraints related to time and location. They enable real-time interaction with multiple participants, providing companies with greater flexibility.

Advantages of Focus Groups

Here are the advantages of focus groups:

1. Assessing Responses, Beyond Opinions

The face-to-face nature of focus groups presents a notable advantage. Unlike research conducted via surveys or phone interviews, focus groups afford insights into participants’ opinions and, crucially, their reactions.

Within the direct setting of focus groups, it becomes straightforward to assess how participants react to the tangible aspects of products, packaging, or branding. Valuable information can be gleaned from visual cues, such as facial expressions and gestures, as well as auditory cues, encompassing tone, cadence, and volume of voices.

The rise of online research groups has broadened the accessibility of focus groups, overcoming challenges such as travel costs, distance, and conflicting schedules.

Furthermore, compared to surveys, focus groups provide a comprehensive understanding beyond participants’ expressed desires, feelings, or verbal articulation. Through focus groups, a holistic perspective is obtained.

2. Easily replicable

Focus groups are not a one-time occurrence. The format, questions, and style can be replicated across different locations, cultures, and communities, providing a scalable approach to market research.

While a single focus group may not precisely represent a cross-section of the audience (as discussed below), replicating focus groups allows for insights that can be considered representative of broader society.

3. Time-Efficient

One of the straightforward advantages of focus groups is their time-saving nature. Instead of conducting individual interviews with various respondents, a focus group session allows for the simultaneous engagement of multiple participants. This not only facilitates the emergence of diverse viewpoints but also streamlines the process, reducing the time, effort, and costs associated with data collection and analysis.

4. Provides a hands-on approach

Another advantage of focus groups is the utilization of visual prompts and cues. Visual stimuli enable a dynamic research approach, allowing participants to physically interact with the product being tested. For instance, if seeking feedback on a new lipstick, the effectiveness of an online survey or phone conversation is limited compared to a focus group where participants can try the product, assess its attributes, and provide real-time feedback.

5. Detailed Insights into Key Questions

The direct, face-to-face nature of focus groups will allow you to garner a richer sense of your customers’ needs and desires – particularly when the alternative is filling in a form, or ticking a few boxes.

Focus groups enable you to ask further questions and explore specific comments and reactions, leading to a deeper understanding of your customer’s motivations and pain points. It’s this ‘why’ – that intimate knowledge of what makes your audience tick – that will play a pivotal role in shaping the direction and strategy of your business in the months and years ahead.

6. Engaged participants

Participants in focus groups find it challenging to disengage. Additionally, the incentive of payment ensures a high level of engagement. Many consumers are eager to be involved with a product or service before its public release, gaining an exclusive ‘first look’ or ‘sneak peek.’

This heightened engagement surpasses that of typical market research respondents who may need financial incentives to participate in surveys or phone interviews.

Cons Of Focus Groups

Focus groups have many advantages, but that doesn’t mean they are without disadvantages. Here are some demerits that researchers might face when holding a focus group interview.

1. ‘Groupthink’

“Famously introduced by George Orwell in his dystopian novel 1984, the term ‘groupthink’ describes a phenomenon in which individuals feel compelled to adhere to the beliefs or standards of a group, regardless of whether they genuinely share those views or not.

Despite its origin in a book published more than 70 years ago, ‘groupthink’ remains relevant in many contemporary focus groups. Due to various psychological factors, participants may find themselves succumbing to group mentality, undermining the fundamental purpose of conducting a focus group.

2. Dishonest response

Dishonest responses are a pervasive aspect of human behavior, extending to various aspects of life. Those who have experience in managing focus groups are keenly aware of the impact that such discrepancies can have on the accuracy of results.

While ‘groupthink’ primarily operates on a subconscious level, dishonest responses involve a conscious choice. Whether driven by a desire to be liked, respected, or simply to avoid embarrassment, not all focus group participants provide answers that reflect their genuine thoughts and feelings.

This renders focus groups less suitable for discussions on sensitive topics. If individuals are hesitant to truthfully disclose their voting choices to pollsters, it raises questions about their willingness to open up to strangers about subjects that evoke embarrassment or sensitivity.”

3. Loud participants

The behavior of participants in a focus group is naturally shaped by their personalities. Introverts may feel less inclined to express their thoughts, whereas extroverts are more likely to openly share their opinions.

Consequently, the results may not accurately represent the sentiments of the entire group but rather highlight the perspectives of the more outspoken individuals – a small, vocal subset of respondents who can significantly influence opinions and potentially distort the outcomes.

4. Limited representation

Just as the active involvement of certain participants can impact the results, the composition of the focus group itself may not mirror the broader target market. Despite efforts to achieve a diverse cross-section, practical challenges make it difficult to ensure true representation. It is crucial not to assume that the focus group represents the larger audience entirely.

Additionally, the findings from focus groups should serve as a starting point for further research, rather than being accepted as definitive or conclusive solutions.

5. High cost

There’s no denying it – focus groups come with a hefty price tag. The current average cost for a single focus group session is approximately £3,000. This expense encompasses various elements, including session planning, participant recruitment, facilitator fees, and, most importantly, result interpretation. As such, focus groups are not the most budget-friendly form of market research. The advent of online focus groups has somewhat alleviated the financial burden by reducing costs associated with transportation, venue rental, and participant recruitment.

Depending on the desired insights, a mobile phone questionnaire could be a more fitting and cost-effective option for your business.

6. Bias from Moderators

The impact of cognitive biases on human speech and behavior is well-documented and often detrimental. What happens when the bias is inherent in the person hired to lead your focus group?

Whether intentional or unintentional, moderator bias has the potential to influence the flow of ideas within a focus group. Moderators may pose leading questions or inadvertently provide positive reinforcement for specific responses, leading the group to draw inaccurate or unrepresentative conclusions.

Moderator bias can also result in participants sharing insights that align with the facilitator’s expectations, potentially suppressing their true feelings to avoid disappointing the person in charge.

When Can I Use Focus Groups?

You can use focus groups to get more detailed information on perceptions, insights, attitudes, experiences, or beliefs.

Focus groups serve as valuable tools for collecting subjective viewpoints from important stakeholders. For instance, an assessment of an asthma prevention program funded by the CDC involved conducting focus groups with middle school students who had taken part in the program. During these sessions, data were gathered regarding the students’ perceptions of their ability to manage asthma effectively and how their asthma impacted their academic performance.

Focus groups, similar to other qualitative approaches, play a valuable role in offering interpretations of data obtained from quantitative methods (where quantitative data is numerical and measurable).

For instance, your program might employ a log to record the quantity and categories of teachers who underwent training in an HIV-prevention curriculum, using a post-training questionnaire to assess the knowledge acquired immediately afterward. Conducting a focus group several months later could furnish supplementary insights into how teachers are applying their newfound knowledge in their work, their perceptions of the training’s benefits, and additional considerations.

FAQs On Focus Groups

What is a focus group?

A focus group is a qualitative research method where a small, diverse group of participants is brought together to discuss and provide feedback on a specific product, service, concept, or idea. It is often led by a facilitator who guides the discussion.

How do focus groups differ from other research methods?

Focus groups differ from quantitative research methods, such as surveys, as they emphasize in-depth discussions and insights. They provide a platform for participants to express their opinions, reactions, and perceptions in a group setting.

How many participants should be in a focus group?

Focus groups typically consist of 6 to 12 participants. This size allows for a diverse range of perspectives while maintaining a manageable group dynamic. Larger groups may lead to less individual participation.

Can focus groups be conducted online?

Yes, with advancements in technology, online focus groups have become popular. These virtual sessions allow participants to engage in discussions from different locations, overcoming geographical constraints. Online platforms may use video conferencing or chat-based formats.

Conclusion

Focus groups may not be the most efficient source of gathering data, but when used appropriately, they can put a face and an emotion behind the statistics and quantitative data you’ve gathered to better inform your business, marketing, and product development.

Remember, focus groups are most effective when moderators organize their thoughts ahead of time and take notes during the session on a focus group

References

shopify.com – What Is a Focus Group? Definition and Guide
scribbr.com – What is a Focus Group | Step-by-Step Guide & Examples