Focus Group Discussions

Focus group discussion is one of the most popular qualitative research methods. It is a discussion guided by the moderator according to the prepared interview guidelines. The survey is carried out in several groups of 8 to 10 persons selected in accordance with the research aims. The optimal duration of a group discussion is 1,5 - 2 hours. However, upon Customer's requirements, both brief (up to 60 minutes) and extended (up to 4 hours) focus group discussions are organised. The warm atmosphere created during an interview and encouraged by the moderator allows disclosing participants' habits, convictions, opinions, preferences, tastes, associations, etc. Consequently, the focus group discussion reveals mental maps, stream of consciousness, latent demands.

Quantitative parameters are not applied for focus group discussion results: representativeness is not required, as well as the error of the results are not estimated. The depth of the content, particularity and interpretation, but not statistical analysis, are most important.

Focus group discussions are carried out in special laboratory with recording and observing equipment. Thus, discussion is recorded; simultaneously, the run of discussion may be observed through the one-way mirror.