When should I use Focus Groups in Qualitative Research?

Focus Groups, as explained by DJS Research Ltd.

The choice of what method to use, be it focus groups or one-to-one interviews, is balanced on factors such as, who the respondents are, the subject in question and obviously, the end goal. The two techniques are not mutually exclusive and a qualitative research consultant may well suggest that both techniques are used in conjunction with one-another.

Focus groups are more suitable when:

• Working with respondent groups who tend to form relationships easily such as young mothers and retirees;
  Ideas need to be generated through discussion;
  The topic in question would benefit from the respondents working in a team;
  Sensitive topics such as medical conditions are being discussed and respondents feel more at ease talking in a group with people who have had similar experiences rather than with a moderator alone;
  Conducting exploratory research. 

For further information please visit DJS Research, a full service market research agency. Alternatively, feel free to call them on +44 (0) 1663 767857

Follow DJS Research Ltd: On Twitter :: On Facebook :: On Linkedin :: On You Tube