Identify marketing problems and translate them into research questions for marketing in the context of business Activities:
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And why we use them? Most people love to be asked their opinion and they're generally not shy about voicing it. A focus group is basically a way to reach out to your potential users for feedback and comment. Organizations generally use focus groups in planning, marketing, or evaluation, either to improve some specific product or service or, more globally, during the development of strategic plans or mission statements.
In the context of CIMEL project, focus groups help evaluate usability of the interface and representative content. Focus groups answer questions that the development cannot resolve and can lead to new ideas.
Specifically, the a focus group session concentrates on: Before The Focus Group: Define the purpose, i. The more defined the objective the easier the rest of the process.
Establish a timeline A focus group cannot be developed overnight. The planning has to start several weeks ahead of the actual session; experts say 6 to 8 weeks realistically.
Make sure you have enough take time to identify the participants, develop and test the questions, locate a site, invite and follow up with participants, and gather the materials for the sessions.
Focus groups should consist of six to twelve participants. Fewer than six participants tends to limit the conversation, because there is not enough diversity to spark energy and creativity. A group larger than twelve gets to be unwieldy, and voices get lost.
However, you should invite more, allowing for no-shows. Generate the questions Because a focus group will last for little more than one or two hours, you will only have time for four to seven questions. You may to include one or two introductory or warm-up questions and then get to the more serious questions that get at the heart of the purpose.
To be effective, focus group questions should be open-ended and move from the general to the specific. Eliminate as many questions as possible.
Develop a script Generating questions is a prelude to developing a more detailed script for your focus group. Plan on a one - to two -hour time frame. A minimum of one hour is recommended because the process requires some time for opening and closing remarks as well as at least one or two questions.
Be cautious not to exceed two hours. There are three parts to a focus group script: The opening is the time for the facilitator to welcome the group, introduce the purpose and context of the focus group, explain what a focus group is and how it will flow, and make the introductions.
The question section is where you ask the questions that you designed and tested in Step 4. The closing section wraps up the focus group. This includes thanking the participants, giving them an opportunity and avenue for further input, telling them how the data will be used, and explaining when the larger process will be completed.
Select a facilitator A focus group facilitator should be able to deal tactfully with outspoken group members, keep the discussion on track, and make sure every participant is heard. The facilitator should be knowledgeable about the project.
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He or she can be a staff member, volunteer, or member of a committee or task force. Be wary of anything about the facilitator or facilitators that might make participants uncomfortable. For example, you may not want the organization's executive director to facilitate a staff focus group about a new performance appraisal system.
Choose the location You Need a setting which can accommodate the participants and where they would feel comfortable expressing their opinions. When choosing a location, ask these questions:involved in marketing research focusing on three or four of the main issues.
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