Our Focus Groups
A focus group is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members.
Below you see the list of countries where we are available:
In the world of marketing, focus groups are seen as an important tool for acquiring feedback regarding new products, as well as various topics. In particular, focus groups allow companies wishing to develop, package, name, or test market a new product, to discuss, view, and/or test the new product before it is made available to the public. This can provide invaluable information about the potential market acceptance of the product.
Focus Group is an interview, conducted by a trained moderator among a small group of respondents. The interview is conducted in an unstructured and natural way where respondents are free to give views from any aspect. Today, using audience response keypads to collect questionnaire answers is the new industry trend.
In the social sciences and urban planning, focus groups allow interviewers to study people in a more natural setting than a one-to-one interview. In combination with participant observation, they can be used for gaining access to various cultural and social groups, selecting sites to study, sampling of such sites, and raising unexpected issues for exploration. Their main advantage is their fairly low cost compared to surveys, as one can get results relatively quickly and increase the sample size of a report by talking with several people at once.
MRP-EURASIA variants of focus groups include:
- Two-way focus group - one focus group watches another focus group and discusses the observed interactions and conclusion
- Dual moderator focus group - one moderator ensures the session progresses smoothly, while another ensures that all the topics are covered
- Dueling moderator focus group - two moderators deliberately take opposite sides on the issue under discussion
- Respondent moderator focus group - one and only one of the respondents are asked to act as the moderator temporarily
- Client participant focus groups - one or more client representatives participate in the discussion, either covertly or overtly
- Standard focus groups - groups are composed of 6 – 12 members
- Triads focus groups - groups are composed of three members.
Traditional focus groups can provide accurate information, and are less expensive than other forms of traditional marketing research. There can be significant costs however : if a product is to be marketed on a nationwide basis, it would be critical to gather respondents from various locales throughout the country since attitudes about a new product may vary due to geographical considerations. This would require a considerable expenditure in travel and lodging expenses. Additionally, the site of a traditional focus group may or may not be in a locale convenient to a specific client, so client representatives may have to incur travel and lodging expenses as well.
- Group discussion produces data and insights that would be less accessible without interaction found in a group setting—listening to others’ verbalized experiences stimulates memories, ideas, and experiences in participants. This is also known as the group effect where group members engage in “a kind of ‘chaining’ or ‘cascading’ effect; talk links to, or tumbles out of, the topics and expressions preceding it”
- Group members discover a common language to describe similar experiences. This enables the capture of a form of “native language” or “vernacular speech” to understand the situation
- Focus groups also provide an opportunity for disclosure among similar others in a setting where participants are validated. For example, in the context of workplace bullying, targeted employees often find themselves in situations where they experience lack of voice and feelings of isolation. Use of focus groups to study workplace bullying therefore serve as both an efficacious and ethical venue for collecting data
MRP-EURASIA conducting focus-groups in 33 countries of the Eurasian region (Eastern Europe, Central Asia, former Soviet Union).
For organizing of focus-groups our local offices use technical resources of our CLT Laboratories.
CLT Laboratories Equipment
The testing zone has 5-6 PC-equipped desks and 3 glass tasting booths. The booths are made of easy-to-clean odor-resistant material; each testing booth has its own sample distribution window and individual drinking water tap.
In addition to the testing booth amenities the entire testing zone has uniform illumination. Air conditioners with activated carbon air filter guarantees a constant, controlled air temperature throughout the facility.
The kitchen zone has everything necessary to cook and reheat food products, as well as refrigerators for sample storage, freezers, microwaves, electric ranges and running water, while the Client Lounge provides FG discussion observation opportunities (one-way mirror) and optional video streaming to client PCs.
Contact us for more information on FGD services or you can mail us directly at email@example.com