Focus groups

Focus groups allow you to avoid making decisions under conditions of uncertainty. Having the results of the study, you are 99% likely to make the right decision.

The methodology for conducting such research allows us to predict the reaction of the target audience to a new product, starting with its quality and packaging and ending with the chosen methods of promotion. To do this, it is enough to conduct several focus groups with representatives of the target audience. The information obtained will allow you to make changes to the advertising campaign and adjust the concept of brand promotion.

Thus, a timely corrected error or inaccuracy does not entail financial costs or unexpected expenses for the manufacturer of the product or service provider. Focus groups help identify and correct inaccuracies.

In modern business, there are examples when timely focus groups actually saved a brand from ruin: advertisers made timely adjustments to the promotion concept, making the product attractive to the target audience.

Typically, 1-2 focus groups are conducted per segment of the target audience. The group usually consists of 6 to 12 people (usually 8). The minimum period for preparing and conducting focus groups is 4-5 working days.

The cost of conducting focus groups consists of the recruit (depending on the complexity of selecting the audience), organizational issues (amount of remuneration for participants, catering) and the cost of analytics (usually no more than 10-15% of the cost of data collection)

The cost of conducting a focus group starts from 1,000 £.

In its work, BCGroup uses both modern and classical research methods. The most effective traditional ways of obtaining information about a product or brand include focus groups.

Conducting focus groups allows you to solve the following problems:

1. First testing of a new product or brand;
2. First testing of an advertising campaign or product promotion concept;
3. Comparative analysis of the product with competing products;
4. In-depth study of consumer behavior and motivation.

Conducting a focus group requires the presence of a moderator (leader) who involves all research participants in a conversation on the topic under study. One study can involve anywhere from six to twelve people, but typically eight people. The moderator has a list of questions (guide) that representatives of the target audience should discuss. Therefore, a scenario for the focus group is developed and agreed upon in advance. Typically, several focus groups are conducted to determine the attitudes of different groups of the target audience towards the topic under study.

• BCGroup’s work on preparing and conducting focus groups is structured as follows:

  1. A BCGroup specialist clarifies the tasks facing the customer, which are planned to be solved with the help of a focus group;
  2. A BCGroup specialist agrees with the customer on the moderator, the final version of the guide (script) for the focus group, as well as the criteria for selecting focus group participants;
  3. An NDA (confidentiality agreement) is signed between BCGroup and the company;
  4. BCGroup recruits focus group participants (from 2 to 5 working days);
  5. BCGroup specialists conduct focus groups on pre-agreed days and times (up to 3 groups per day are possible);
  6. Next, the BCGroup employee transfers to the customer’s representative the video recording of the focus groups (immediately after the conduct) and, if necessary, transcripts (transcripts) of the focus groups (within 3 business days);
  7. After 3-5 days, a BCGroup employee sends an analytical report on the tasks set by the customer for focus groups (sample reports)