Dr. Brigitte Holzhauer, Dipl. Psych.Uhlandstr. 20 D- 68167 Mannheim
mail: [email protected]: www.holzhauerei.de
T: +49 621 150 4876M: +49 160 980 622 88 www.holzhauerei.de
FOCUS GROUPS
A fascinating way to benefit from the diversity and creativity
of consumer groups.
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FOCUS GROUPS - WHAT ARE THEY?
� A special kind of group discussion
� On a specific research topic under the guidance of a moderator
� Compact, short, goal-oriented and narrowly focused on the
research topic
� … as opposed to longer, exploratory or creative workshops
� A proven method of questioning in the market and public opinion
research
� Objectives: Analysis of opinions, attitudes and behavior of target
groups regarding the subject of discussion
� ... both of the individual participants as well as the group as a
whole (e.g. group processes, interactions, attitude changes)
� Online and offline used in various ways in order to gain insights into
the attitudes and feelings of consumers
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SOME METHODOLOGICAL ASPECTS
� Localized within qualitative research methodology
� Small sample sizes, quota sampling
� Open interview situation, approximation to everyday
communication processes
� "Interpretive paradigm": Understanding why people think
and act the way they do
� Non-standardized form of questioning
� Discursive exchange of views among the group participants
� Free moderation within in the context a topic guide
� Adaptation of themes according to the culture of the group
� Usually video recording
� Content analysis
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APPLICATION EXAMPLES
� As a pretest: to explore a (new) research field, as input for
quantitative surveys
� For consumer insight: to understand the every day lives of target
groups and their deeper motives
� As test for products, services, policies, public relations, promotions…
� In the context of innovation management
� Reviewing opportunities and barriers of newly developed
concepts, products or offers
� Integrating creativity, needs and attitudes of consumers or
other relevant audiences
� Refining concepts, products or offers together with group
participants
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HOW MANY PARTICIPANTS?• Normal group size of 8 to
10 participants?• Or mini groups with 4 to 6
particapants?• Or large group events with
even more than 100 people?
WHICH PARTICIPANTS?• Lead users, trendsetters,
heavy or light users?• Own clients and/or customers
of competitors?• Participants with certain socio-
demographic characteristics or attitudes?
WHAT METHODS?• Verbal discussion?• Creative and projective
methods? Visual methods such as collages?
• Dynamic group games?• Test and stimulus materials?
WHAT INFRASTRUCTURE?• Online or offlline?• Teststudio or meeting
rooms of a hotel? Own conference rooms?
• Catering?• Recording: audio, video,
distance transmission?
DIFFERENT SETTINGS
WHAT DURATION?• Concise 1,5 to 2 hour
focus groups?• Extensive 3 to 4 hour
creative groups or even longer?
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BEHAVIOR OF THE MODERATOR
� Moderate, but do not join in the discussion: Hold back your own
opinion and avoid influencing the respondents
� Communicate non-directive with regard to the contents, but
direcitive in relation to the form
� As moderator, you are responsible for the timing and setting as well
as for the adequate work on the research questions
� Establish a relaxed atmosphere that stimulates open discussion
� Create a positive emotional attitude to each group member
� Ensure positive, equitable interaction of participants
� Deepen the results through clarification and summary statements
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TYPICAL PROJECT PROCEDURE
Execution Analysis
� Implementation of group
discussion in a comfortable
location or online in the
intended time
� Moderation by an
experienced moderator, who
is adapted to the specific
target group
� Informed consent of the
participants on data
protection (video or audio
recording, observation)
� Video or audio recording,
transcript or protocol
� Basis of analysis: video
or audio recordings,
transcripts or protocols
� Content analysis with
enrichment and
clarification by verbatims
(original sound)
� Optionally: analysis of
group dynamics or of
creative, visual findings
(collages, etc.)
� Reporting: verbal and
graphical illustration of
findings – but usually
no numbers!
� Development of a research
design: methodology, target
groups, number of partici-
pants per group, composition
of groups, timing and costs
� Development of a topic guide
� Organization: locaction, dates,
recording technology, viewing
facilities for clients, catering,
test material ...
� Recruitment of participants
for the group discussion
Preparation
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ADVANTAGES OF FOCUS GROUPS
� Close to everyday communication: no artificial "question-and-answer
games"
� Collection of opinions in the context of social communication
� Mutual stimulation of the group participants promotes the diversity
of views
� Quick overview of the variability of opinions, values , conflicts concerning the research topic
� Allows to look behind the facade of rational argumentation:
emotional backgrounds, hidden assumptions
� Compact and goal-oriented process: central arguments and
controversies are quickly apparent
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DISADVANTAGES OF FOCUS GROUPS
� Not statistically representative
� Small sample sizes, so quantitative conclusions are questionable
� Individual opinions can possibly not be fully taken into account
during the group process
� Group dynamics: leadership, dominant or silent participants,
possible bias due to social desirability
� High effort: especially through difficult recruitment of participants,
time-consuming analysis of videos or transcripts…
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SELECTED GERMAN LITERATURE
� Kühn, Thomas / Koschel, Kay-Volker (2011): Gruppendiskussionen: Ein
Praxis-Handbuch. Wiesbaden
� Naderer, Gabriele / Balzer, Eva (2011): Qualitative Marktforschung in
Theorie und Praxis. Grundlagen, Methoden und Anwendungen. Wiesbaden.
� Bohnsack, Ralf / Przyborski, Aglaja / Schäffer Burkhard (2010): Das
Gruppendiskussionsverfahren in der Forschungspraxis. 2. Aufl., Opladen
� BVM EDITION (2007): Standortbestimmung und Gütemerkmale qualitativer
Markt- und Sozialforschung. BVM Berufsverband Deutscher Markt- und
Sozialforscher e.V. (Hrsg.). Berlin.
� Lamnek, Siegfried (2005): Gruppendiskussion. Theorie und Praxis.
2. Aufl., Weinheim.
� Mayring, Philipp (2002): Einführung in die qualitative Sozialforschung. Eine
Anleitung zum qualitativen Denken. 5. Aufl., Weinheim.
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DR. BRIGITTE HOLZHAUERW
WW
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HA
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� The Holzhauerei (Dr. Brigitte Holzhauer)
offers market research and business
coaching - and best on issues involving both.
� As a market researcher, I have over 20 years
of professional experience and an excellent
base in qualitative and quantitative research
methodology as well as extensive industry
and project experiences.
� As a psychologist and business coach,
I consult clients to bring their strengths and
values together with the needs of their
markets and customers.
� In addition, I am a lecturer at the Deutsche
Universität für Weiterbildung (DUW, Berlin) for
market research & managerial statistics
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� MARKET RESEARCH
� Qualitative research: focus
groups, creative groups,
indepth interviews
� Quantitative research: survey
instruments, multivariate
statistical analysis
� BUSINESS COACHING
� Coaching: entrepreneur, start-
up, career coaching
� Consulting: target groups,
trends, innovations,
positioning
www.holzhauerei.de