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The major advantage of conducting focus groups is the ability to obtain in-depth and
detailed information through group synergy. Group synergy occurs when one participant
says something that triggers an idea from another participant.
A richness of detail about preferences can be obtained.
The disadvantages are threefold:
| 1. |
information can not be generalized beyond the groups because participants
are not generated randomly |
| 2. |
sample size is small |
| 3. |
it can become expensive |
Focus groups can be used to develop an exploratory understanding of call center, email
and Web use, but only as it pertains to the participants in those groups.
When using client-provided lists for recruiting focus groups participants, the general
success ratio is 10 to 1. For every 10 people recruited, one will agree to participate
in the focus group. Other recruiting is necessary in order to ensure an optimal number
of participants per group. If 14 people are recruited, 8 to 10 will be present for the
focus group.
The process includes:
Orientation Meeting/Discussions
We will meet with your organization to discuss the focus group project. The purpose of
this orientation meeting is to review specific goals and objectives of the project, and to
identify key questions and topics to be discussed in the focus groups.
Recruiting
Potential participants will be invited to attend a focus group. We will prepare the
screener and the script for inviting the participants. Respondents will be recruited
about two weeks prior to each group. Focus group participants will receive a reminder
call one or two days before the focus group session.
Moderator's Guides
Moderator's guides will be developed and the designated representative(s) will
review the guides to assure key information is included.
Focus Group Sessions
Each focus group session will not exceed two hours in length. To facilitate
honest feedback, focus group participants will be instructed to use first names only.
As an incentive to encourage participation we should have food available for the
participants. Each focus group session will be tape-recorded.
Analysis
The results of the focus groups will be analyzed from written transcripts.
The analysis will focus on themes / trends resulting from questions regarding
current technology use / availability, use and preferences for the call center
and/or Web, and factors that would encourage greater use of the Web site.
Related services:
Viral Marketing
Email Marketing
Image & Identity
Target Audiences
Focus Groups, Surveys, Interviews
Research
Feasibility Studies
Inquiry / Request Marketing Services
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