What is being done?
Focus groups are moderated discussions with 6-10 participants per group. The moderation techniques and the dynamic interaction between the participants often provide unexpected insights that can be further explored. Live observation (on site or remotely) by the project team allows a parallel brainstorming. Arising questions from observers can be directly discussed with the participants.
Key Infos
When to use
When there isn’t enough information about the target group and its interests and topics available, especially when we deal with new topic fields and products that aren’t covered by existing data.
Combine with
A representative survey in order to quantify the importance of the findings. Available target group insights, in order to choose the right participants.
VARIANTS AND OPTIONS
On site (with one-way mirror) or remote (participants are at home), with live translator into English, homework (participants bring ‘cultural probes’ e.g. photos and screenshots).
What are typical questions?
- What are the target group’s needs, pain points and preferences?
- How do they perceive the market, brands, products and competitive landscape?
- What are new topics and issues that are relevant for the target group?
- How do first product or campaign ideas resonate? Are the messages understood? What must be changed?
What’s in it for you?
- Helps you explore new topics and business areas if you don’t know the exact questions yet
- Helps collect many statements and views that can be condensed and prioritized in the define phase.
- Gives you a clue why customers say and do certain things.
HOW DOES IT HELP?
- How satisfied is the target group with a product? What are the reasons behind the satisfaction?
- What usage scenarios are there for my product?
- What problems arise in everyday use?
- Which devices are used for which occasion?
- What changes can be observed over a longer period of time?
Client Stories
wie gestaltet sich der Wech-sel zu einem Huawei Smartphone?
Huwaei
- Wie gestaltet sich der Wechsel zu einem Huawei Smartphone, wenn Huawei zuvor nicht genutzt wurde?
- Identifizierung von Pain Points, problematischen Nutzungsszenarien und Entwicklungspotentialen.
- Kontinuierliche Erhebung der Nutzungs-erfahrung von Markenwechslern nach Kauf eines neuen Huawei-Smartphones mittels Tagebuchstudie.
Where are the limits?
Limitations
- Given the qualitative nature of the method, results are rather a collection of topics and not representative.
- Focus groups are not suitable for topics where participants are hesitant to speak their opinion frankly – in-depth interviews are a better choice here.