subvista focus groups
DESCRIPTION
Focus groups are popular methods for gaining new ideas and feedback about products, services, concepts and social issues. Their synergistic atmospheres are explicitly used to generate new insights. They have wide ranging applications and are highly economical research tools because they explore different ideas in one session. Through deeper self deliberation, participants often realise some very subliminal ideas.TRANSCRIPT
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FOCUS GROUPS• Benefits• Service & Outputs• Common Pitfalls
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• actively use the group’s interactions to gain new insights
• any significant new issues can be explored more deeply as they arise
• social context produces more naturalistic data compared to other interviews
• results are more meaningful than statistics
• can assist developing other research strategies - surveys and questionnaires
• contextualise and bring quantitative data to life
• highly economical way to understand your target audience:
- data is generated more rapidly than interviewing people separately
- diverse opinions can be explored in one interview
• powerful research tool if planned and conducted correctly
Benefits
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• planning, organisation, recruitment & client liaison
• topic guide development - what to cover?
• expert moderation & immediate feedback
• compliance with MRS & BPS codes of conduct
• audio & video recording
• verbatim interview transcript with index points
• rigorous data analysis to academic level
• professional qualitative report highlighting new insights:
- themes illustrated with key quotations
• presentation & debrief
• advice on implementing your findings
Service & Outputs
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Transcription
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Thematic Analysis
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• not considering other methods
• failure to inform the moderator of the purpose of the research
• having vague objectives and not using a topic guide
• groups do not comprise the right people - wrong size, sample or mix
• trying to attempt too much in a group
• not allowing enough flexibility or latitude with the topic guide
• using amateur moderators
• not exploring key developments
Common Pitfalls
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Martyn Whitelock MSc Qualitative Methods in Psychology
www.subvista.com websitewww.subvista.wordpress.com [email protected] email