The pros and cons of a focus group

 A focus group is a research method used to gather feedback on a product/ project from people who voluntarily gather in a group to give said feedback. For example, a focus group used to gain feedback for a new promotional video, would consist of a small group that would watch the video and then they would all partake in a guided conversation, usually giving the pros and the cons, any ideas they have to improve such as stylistic choices or specific ideas to help target chosen demographics and psychographics. A focus group is qualitative research method which is used to gather user based opinions on the product they are discussing


Procedure and sampling methods:

There are multiple methods that are used for selecting ideal participants for a focus group, whichever sampling you chose will depend on what you want to use the information for. However, the most commonly used sampling method is convenience sampling when it comes to focus groups, this is where you select participants you believe will provide you with the most helpful data and feedback. For example, if your focus group was to gain feedback for a new Green day song, you would select new and old Green day fans and potentially people who have studied music and/or music production.

Pros

-Participants can influence each others conversational points, allowing to gather helpful feedback that may be missed out in one to one interviews.

-Focus groups allow companies to get a more in depth understanding of the users of their products, allowing potential changes to be made in order to satisfy consumer wishes.

-Focus groups allow you to see how the participants feel through facial expressions, body language, tone of voice, which can really help the company make any changes needed to further engage their consumer.

Cons

- participants opinions may be swayed by other participants and they may feel pressure to agree with what is being said.

- A focus group is a small percentile of the audience and therefore may not be accurate, meaning you would have to conduct further research to obtain accurate data.

-Qualitative data is more difficult to analyse than quantitative data as a general rule



Comments

Post a Comment

Popular posts from this blog

British New wave research

Image
What is British New wave British New Wave, otherwise specified as kitchen sink dramas, weren't like the previous typical advertisements for the British way of life, they were unpolished and soon developed into gritty features called "angry young man films". These were typically set in Northern England during the late 1950s and early 1960s. The narratives of these films usually dealt with the problems of the working class, such as: Unhappy marriages alcoholism secret affairs unplanned pregnancies barroom brawls generation gaps Influences/ intent A large amount of British New Wave was inspired by 1940s work of american auteur and 1940s Italian realism. Many British New Wave filmmakers took influence from french new wave filmmakers who used specific techniques to convey realism, such as: Location shots to add documentary feel Real people (not actors) as extras Hand held cameras Black and white footage Reference to the camera men as well as photographers Long tracking shots u
Read more

Client communication

Image
  Initial Client briefing In this meeting we went over the brief with the client, being informed on what the task was, who we were making it for, reputation, messages conveyed and demographics/psychographics we were to appeal to with our video promotion. A video of the meeting is attached bellow to show evidence: Idea pitch In this meeting we, as a focus group, each individually presented our ideas with a basic budget to the client, receiving feedback from client and the rest of the group.  The feedback I received was to follow up with my second idea but to incorporate more family past as well as reconnecting with current family. The client along with the group liked the dialogue "I didn't know you had so much family".  I followed up with this advice, further enhancing my first idea by incorporating contact with family ancestors and connections being made through that. I kept the line of dialogue that was well received. I have. attached a video of the meeting to provide e
Read more

Analysis of 3 promotional videos

Image
Nintendo Switch: Two brothers AD  The purpose of this advertisement is to promote the Nintendo Switch gaming console. It does this by suggesting the idea that nintendo brings people together, even two brothers who never get along and using nostalgia to appeal to older generations. It does this through use of sound, camera and lighting, shot types, editing and misce-en-scene. Genre tropes: how are they/aren't followed Within this advertisement, nintendo, along with many other console brands, use subtle references to games and owned and created by them,so as to show their products. Nintendo puts heavy emphasis on nostalgia and how their past products effected their target audience reminding them that their products have been accepted well from their beginning. An example of this is the scene where it shows the two brothers throughout theirs lives using past products and this being the only time they get along. Where as companies such as Xbox put more emphasis on the mystery behind th
Read more