Focus Groups

Focus groups, in particular, are one of the most commonly used marketing research techniques, especially in the field of branding. They are a common prelude to quantitative survey research in that they generate qualitative information that supports the development of survey instruments. Each focus group involves 8-12 members of a target audience in an open-ended, 60 to 90 minute discussion moderated by a trained facilitator.

Focus groups can be conducted either in-person or online. Online focus groups are becoming an industry standard because of increased comfort with technology and the economies of time and money this method of data collection offers. Online focus groups involve inviting members of the target audience(s) to participate at a specified date and time. Once an individual confirms participation, they receive an email confirmation with the URL for the focus group and a toll-free conference call dial-in number. Upon dialing into the call and logging into SimpsonScarborough’s secure WebexTM system, participants view the moderator’s screen on their computer. Through this approach, the moderator is able to focus a participant’s attention and guide them to the targeted areas of discussion. Each focus group session generates a complete audio/visual recording within 24 hours of completion. SimpsonScarborough always provides a written summary of the focus group findings.

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