The Role of Focus Groups in our Quest for Expressive Data

Data tells a story. As researchers, our role is to explore this story on behalf of stakeholders. Sometimes this is as simple as testing customer preference on, for example, tangible physical attributes:

The Value of Focus Groups

The generation of unexpected ideas and interpretation is a key output and benefit of focus groups. When a researcher, as a moderator, is able to create and curate a genuinely communal atmosphere within a focus group, we are able to observe elements of participant behaviour that we don’t normally access. The moderator guides participant interaction, managing the mix of more and less dominant characters; but it is the interaction between participants discussing concepts and products that can provide the most insight.

Focus Groups as Part of a Research Toolkit

Earlier I mentioned the successful research journey; organic data is generated through tools such as focus groups in this journey. These tools access the customer voice, providing value through interaction in a shared environment.

  • In what circumstances would they prefer this product over a close competitor?
  • What would be an effective tagline to connect with potential consumers?

Generating Expressive Data

In our effort to explore our data’s full story, and present the consumer’s voice in conversation with the product, focus groups are a simple, low-cost and effective solution. By connecting with the consumer’s voice as part of the research design process, our research insights can be as organic and genuine as possible while still including bulk testing of consumer behaviour.

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