The Importance of Focus Groups

Focus groups are an important—and sometimes essential—part of a well-rounded marketing strategy. Focus groups are a type of qualitative research used to study perceptions, feelings, thoughts and other data which are difficult to measure quantitatively, in other words, with numbers.

Focus groups are an ideal way to probe the emotional issues which often drive people's behavior. Focus groups are often used to gather reactions to new products or services or to find out what customers might think about a change in the way a company does business. Alternatively, focus groups can be used early in the development cycle to help guide the design or alteration of products or services, or to gather reactions to new advertising campaign before it is launched.

How a Focus Group Is Conducted

In a focus group session, a group of eight to twelve people are guided by a moderator in the discussion of a topic which is of interest to the company which is sponsoring the session. Participants answer questions posed by the moderator and also interact with each other. Usually a script is prepared beforehand which maps out the course the discussion should take.

The moderator is a key element to the success of a focus group. The moderator makes sure that the discussion stays on track, that each participant makes a contribution, and that all the sponsoring company's questions are answered. Focus group moderating is more difficult than you might at first imagine. In order to ensure a successful session you'll want to select a moderator who is experienced and professionally trained.

Focus groups can be held in almost any setting. Hotels and conference rooms are often used to conduct focus group sessions. Alternatively, focus groups can be conducted in a specialized focus group facility where the client sits behind a one-way mirror to observe the session. Focus groups are also typically videotaped and audiotaped to record the session for future review. Focus group sessions typically last about two hours.

Power Marketing's Focus Group Services

Power Marketing is a full-service marketing research agency which can assist you with all stages of the focus group process, including project planning, recruitment of participants, focus group moderation, and analysis of the results. Power Marketing's staff moderator was trained by A.C. Neilsen Burke and has nearly ten years of experience in leading focus group sessions on a variety of topics.

Power Marketing is based in Ann Arbor, Michigan, and can quickly and efficiently arrange and conduct focus groups in the Detroit, Flint, Grand Rapids, and Saginaw areas. We can also arrange and conduct focus groups elsewhere in Michigan, as well as Indiana, Ohio, and Ontario.

Public Health Research Focus Group Studies

Power Marketing also has special expertise in public health research through focus group studies. Our hands-on experience includes numerous studies with the University of Michigan Medical School on a variety of topics. Articles about two of these studies have appeared in Quirk's magazine in 2001 and 2002.

Our staff is also PEERRS (Program for Education and Evaluation in Responsible Research and Scholarship) certified for human research through the University of Michigan.

Other Qualitative Services

Power Marketing's other qualitative research services include:

• Personal interviews
• Mini-groups
• Image research
• Competitive analysis