Description
- A 2-hour moderated discussion
- 8-10 respondents
- Clients observe through one-way mirror
- Typically conduct 2-6 groups
- Often incorporates a questionnaire to record hard data
- Smaller “mini groups” often used
Applications
- Explore and probe new issues, perceptions, etc.
- Test concepts, creative, messaging, products, and packaging
- Risk reduction (What if?)
- Horizon watching (What trends lay ahead?)
- Getting close to the customer (current, lost and prospective)
Limits
- Requires precise definition of target audience
- Small non-random sample—data cannot be projected to larger population
- Conduct a minimum of two groups; 4-6 groups are recommended
- Often necessitates travel by moderator and client
Value
- Uncover unknown perceptions, new ideas and potential problems
- Group dynamic facilitates generation of new ideas
- Consensus across several groups can mitigate lack of projectable data for decision making
