Definition of Focus Groups

There are a number of ways to study the behaviors and opinions that an audience has respect to various issues, while one of the most used and extended at the request of theadvertising, marketing, sociology, among others, is the focus group.

The focus group is made up of a small number of individuals, it can range between six and twelve people, to whom The person in charge of moderating the group and asking the questions and an analyst who will take care of the interpretation of what happens.

The questions that the moderator and analyst ask will mark the interactive dynamics of the group and the members will developing each one of them in a very free framework, that is, they will have total freedom to expand and pour their opinions.

The denomination is closely related to its activity, which is precisely to put a specific topic into focus of discussion and derives from its name in English:focus group, which in Spanish refers to a focus group.

Although, as we pointed out at the beginning of the

review These groups can be used in a wide range of areas, it is in the field of commercialization rather massive products where these types of focus groups are more widely put into practice.

In the case of launch of a product the focus will be placed precisely on the characteristics of the product, its commercial campaign, among the main aspects. It is then on these issues that the moderator will invite the members of the focus group to discuss.

Obviously and it should be noted that those who will make up the focus group are not random individuals but rather the idea is to bring together individuals who respect a certain profile from consumer In order to get as close as possible to the answers that consumers will actually give about the product being promoted.
Thus, in the previous selection, each individual who is interviewed to integrate the focus group must answer a questionnaire in which precisely that profile that is sought will be emphasized.

Topics in Focus Groups