In some of many occasions focus groups are the most preferred and the most applicable from many of qualitative methodologies. Focus groups evolved over years, primary back grounded from social sciences. Usually they perfect apply for consumer market research. Business to business insights are more likely to deploy the other useful technique – face to face interviews (you could read about it more on the other page of our website). Usually the logistic and organisation matters are taken on account, when the choice between those two techniques is concerned.

In the level of designing the study, there might be always some minor disputes referred to the choice between those two research methods. In light of this please find below our simple directions driving you to the choice and conclusion. Focus group discussion are favourable if:

• The research problem require some form of ‘brain storm’ discussion between respondents from the basis of the problem;
• The complexity of synergy between drivers and motives influencing product/service purchase;
• The concept that requires using stimulus materials/visuals;
• The purchasing procedures of examined products that used to require complicated procedure;

The group discussions might be especially vital approach, when researching new ideas, new product development concepts etc. The interaction between respondents would lead some spontaneous answers as well as deep exploration of researched topic. Focus groups could also shine the spotlight to various hidden aspects through the core of the matter.

There are some crucial indicators for successful focus group conduct:

• Recruitment of right profiled respondents – this is vital both for consumer and b2b studies, in our approach, we always provide recruitment utilising proven and appropriate recruitment methods. We pay significant attention who we recruit, as we are cautious to avoid dealing with so called ‘professional respondents’ (people who use to attend to every possible focus group in order to receive the main stream of life income from paid incentives);
• Meeting the high attendance rate – wherever the focus group is organised, there are some significant differences between the way it should be organised for consumers and business respondents; we are aware of those differences and are able to design and implement focus groups in every Eastern European country in order to comprise them perfectly;
• Factors effecting attendance rate: you should be aware that relevant to your project attendance rate is not only stimulated by appropriate incentives. There are much more significant factors such as ability to tantalise respondent, place and organisation of viewing facility, and different approach to b2b vs. respondents as well. At Investzoom we pay significant attention to comprise expectations from both sides: our client and respondents;
• Administering focus group as a project itself. You should be aware that not only attendance rate and incentive motivation is vital for successful focus group. We pay attention to administer entire focus group project in the most comfortable for both client and respondents manner;
• The personality of focus group moderator. This is also crucial – good moderator should aggregate positive attitude combined with the management skills when the role-play is concerned. In light of this, for most of our studies we do not employ externals and rather put this role into hands of one of our experienced research executive;

Preparation of technical possibilities of study controlling and management.

We are very strict in providing the controlling standards for focus groups. We select viewing facilities, from those that offer full technical possibility of screening and recording. Furthermore, if you are curious to monitor the focus group we organise on the live time basis, we would be happy to organise live video streaming directly to your office from any of selected viewing facilities in Eastern Europe.

Feel free to contact us as market research agency for RFQ or further details of this market research approach.