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A focus group includes a limited group of participants that are carefully selected for contributing to open discussions needed for research. The hosting company chooses participants that help them study the larger population size they’re intending to target.
This involves taking a look at the latest products, new feature updates, or other enhancements for generalizing the reactions of the entire population. The focus group research involves a moderator for ensuring legitimate results and minimizing bias in the open discussions.
The name “Focus Group” was given by marketing & psychological expert Ernest Dichter in 1991. It involved meetings conducted with a small group of participants with an aim of discussion.
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To create a focus group for market research, here are the steps that you need to follow:
Participants: A foundational step in creating a focus group is the selection process of participants. The criteria for participant selection need to be based on their knowledge related to the subject. In case you find it difficult to select members and need help with it, you can seek help from a research-based organization too!
Moderator: The moderator is responsible for conducting the focus group with full confidence and leading participants through the series of questions. A moderator needs to stay impartial throughout the focus group survey. Being a researcher, you have the authority to become a moderator, although you need to remain objective.
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