Like all other methods of collecting information, the focus group method in marketing research is characterized by the presence of advantages and disadvantages. The former include the fact that the result of the project, designed as a report, can be understandable to the customer, unlike standard surveys, which are designed as scales, graphs, diagrams, etc.
Advantages and disadvantages of the focus group method
The advantages of this method also include:
Formation of the dynamics of botim database respondents. It consists in the fact that one subscriber starts the discussion, the second continues to develop the topic, and each subsequent participant brings his knowledge and experience, which takes the discussion to a new level. Such a result cannot be achieved by any other methods.
Desire to talk. If a comfortable environment is created, the research participants will be happy to talk about their emotions, impressions, experiences, and share their opinions.
Internal safety of respondents. Because the discussion takes place in a group format, team members will not experience any pressure, as in an exam. They understand that they can only talk in the direction that is comfortable for them.
Diversity of information. The psychology of the focus group method is that the opinion and experience of each respondent is taken into account.
Direct contact. During the discussion, the moderator has the opportunity to directly contact the respondents. This allows them to study their opinions and feelings in sufficient detail, learn about their problems and get to know their emotions.
Flexibility of the method. The researcher has the opportunity to stop at any point in the conversation on a topic that interests him and examine it in more detail. It does not matter what was provided for in the plan. This method allows changing the scenario at any time.
Free form of conversation. Respondents can use any vocabulary and intonation in the conversation. This feature allows the moderator to determine the participant's priorities, and what is less important for him.
Prompt result. Using this method, it is possible to promptly collect and analyze the data of the conducted research.
Use of projective techniques. During the discussion, the moderator has the right to use them for the purpose of detailed study of interesting topics, revealing hidden moments and freeing participants from logical frameworks.
This method allows you to get a quick result, but it is not without certain disadvantages:
it is quite difficult to prepare information for a dynamic discussion, but it is much easier to conduct a regular interview;
at the stage of selecting participants, difficulties may arise, since the respondent must be honest and open, and also not be a specialist in this field;
in some cases it is difficult to analyze the information received;