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



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