Focus Group Discussion

Pros and Cons


    Focus groups are used by producers of consumer products to gather qualitative data from target groups of consumers; to test consumer reaction to new product concepts and prototypes; to improve some characteristics of product/service; to develop advertising media strategy and etc. 


     Benefits of focus groups:


In-depth information - in-depth information on different topics can be obtained during focus group discussions 


“Snowball effect” – the group setting can create situations where one individual might make a statement that is then built upon by others, which can create a snowball effect that may lead to valuable insights


Motivation – an experienced moderator can guide the conversation to productive ends and creates a feeling of freedom


Safety feeling– the same level of knowledge among respondents creates feeling of safety and makes a discussion more convenient


Sincerity – another main advantage of focus group is the authentic nature of conversation. There is no right or wrong, all answers are welcomed. Various personality types such as reserved and aggressive are mixed in focus groups. Such group dynamics often lead to discovering valuable insights


Flexibility – if something is not clear or ambiguous during focus group session, moderator would be able to turn back and clarify all points


Time saving - quick data analysis (in comparison with other type of interviews) 


Demography - clear picture of respondents profiles such as social status, income, education status and etc.


Solution - a real and potential target group can be approached by detailed examination of focus group discussion


     Disadvantages of focus groups:


  • Avoiding some discussion topics by participants (such as intimate topics, personal care or personal income and etc.) 
  • Lack of deep industry knowledge by moderator 
  • Impact of some complex and social factors such as culture, mentality and etc. 
  • Difficulty in recruiting some people such as experts, businessmen, engineers, who are always traveling or don't have enough time to join and participate


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