What Is Focus Group Marketing Research?

A focus group, the Focus Group, is a semi-structured conversation between a trained moderator and a group of respondents. The moderator is responsible for organizing the discussion. The main purpose of the group discussion method is to gain an in-depth understanding of some related issues by listening to a group of respondents selected from the target market that the investigator wants to study. The value of this approach is that you can often make unexpected discoveries from free group discussions.

Focus group

It refers to a survey method that draws a certain number of observation objects from all the observation objects (populations) determined by the research, and infers the overall characteristics based on the sample information. It is also a method often used by media researchers.

A "focus group" seems to be a more authentic method than a convenient personal interview or questionnaire. Commenting on the advantages of this approach, researchers wrote: "It allows individuals to come up with tentative explanations that others can later veto; it allows bullies to impose their own opinions on others; because people Love and hate, explanations are modeled and distorted. These are things that often happen in real life. "

Researchers have identified cultural differences in storytelling. The two more traditional groups, the Arab and Moroccan Jewish group, mainly conduct linear recitations, in order of plot development; the Americans and residents of the settlements perform fragmented recitations, focusing on character characteristics, emotional problems, and behavioral motivations. Relationship with characters; the Russians are illustrative, or retelling thematically, avoiding stories and personas and trying to find a theme or allegory to summarize the moral connotation of the story. These types of paraphrases are illustrated by researchers using sociological, psychological, and ideological perspectives.

The researchers also analyzed group discussions from the perspective of audience involvement patterns. The Arabs and Moroccan Jews interpreted the show in a reference fashion (connecting television stories with real life). The researchers commented that reference reading may mean more emotional involvement. From a cultural perspective, Arabs and Moroccan Jews may be the furthest from Dallas. The Russians and Japanese are more "critical interpretation", with a strong cognitive color. These audiences realize that the show is a show and cannot be compared with the real world.

Americans and residents of settlements seem to adopt a more flexible interpretation in between. "Reference reading" and "critical reading" are separate chapters. The researchers concluded that "the more 'modern' groups are more involved in the program cognitively; the more traditional groups are more likely to choose emotional involvement. However, Their observations confirm that emotional involvement is not necessarily passive and non-thought-out. Both types of audiences are morally confronting the text.

Through the analysis of the Japanese focus group, the authors believe that Dallas failed to be broadcast shortly after it was broadcast in Japan because the play is inconsistent with the expectations of Japanese family dramas. This American story is inconsistent with their own culture. Incompatible with the social and historical context. The research conducted by the two authors is groundbreaking and proves that the audience's decoding of TV shows is diverse and that they have critical abilities far beyond what people usually imagine.

In my experience, first of all, try to find different types of consumers when selecting candidates, if they are the same

The host's skills are important when asking questions. The order of questions should be easy first, then difficult, first ask behavior and then ask attitude. Projection can be used on topics that consumers are unwilling to say. For example, some consumers do nt buy certain things because they are too expensive, but in front of everyone, they may be embarrassed to say that they do nt think they can be used.

At this time, you can use the projection method to ask, "Can your friends buy it? If not, what do you think is the reason for them?" At this time, the consumer's psychological defense is not so strong, in fact he said Still yourself.