How can a focus group be used in research?

Focus groups are a qualitative form of research. Its typical set-up consists of around 10 people gathered in a room taking part in a discussion about your chosen topic. A focus group tends to provide insight into what topics and stories are successful and which are not within the public eye. As with any form of research however, these members of the focus group can be tailored. For example, if you were looking to dissect the topic of GDPR, the group participants would depend on what you wanted to get out of the research. For example, if you are looking for detailed knowledge, then it would be good to speak to IT professionals.

A focus group should always feel like a low pressure, relaxed environment. This is the best way for you to maximise your time with participants, as a focus group also allows consumers to express clear ideas and share feelings that do not typically come out in a quantified survey. Because of the open conversation among group members, topics and discussion are more free-flowing and members can use comments from others to stimulate recall. Focus groups also often costs very little to conduct, so it is worthwhile that you would conduct one in order to understand how your aims effect your target audience before actually spending large amounts of money on launching the research.

A focus group should always feel like a low pressure, relaxed environment.