Focus groups are a method of qualitative market research that involves guided group discussions on a specific topic with 8-10 participants. Moderated by an experienced facilitator, focus groups generate insights into consumer opinions, attitudes, and behaviors through open discussions. They provide a quick overview of the diversity of views on a research topic. While not statistically representative, focus groups are effective for exploring new ideas, testing concepts and products, and gaining a deeper understanding of consumer motivations through social interaction.

1. FOCUS GROUPS
A fascinating way to benefit from the diversity and creativity
of consumer groups.
T: +49 621 150 4876
Dr. Brigitte Holzhauer, Dipl. Psych.
Uhlandstr. 20 D- 68167 Mannheim M: +49 160 980 622 88
mail: mail@holzhauerei.de
web: www.holzhauerei.de www.holzhauerei.de

2. FOCUS GROUPS - WHAT ARE THEY?
A special kind of group discussion
On a specific research topic under the guidance of a moderator
Compact, short, goal-oriented and narrowly focused on the
research topic
… as opposed to longer, exploratory or creative workshops
A proven method of questioning in the market and public opinion
research
Objectives: Analysis of opinions, attitudes and behavior of target
groups regarding the subject of discussion
... both of the individual participants as well as the group as a
whole (e.g. group processes, interactions, attitude changes)
Online and offline used in various ways in order to gain insights into
the attitudes and feelings of consumers
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3. SOME METHODOLOGICAL ASPECTS
Localized within qualitative research methodology
Small sample sizes, quota sampling
Open interview situation, approximation to everyday
communication processes
"Interpretive paradigm": Understanding why people think
and act the way they do
Non-standardized form of questioning
Discursive exchange of views among the group participants
Free moderation within in the context a topic guide
Adaptation of themes according to the culture of the group
Usually video recording
Content analysis
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4. APPLICATION EXAMPLES
As a pretest: to explore a (new) research field, as input for
quantitative surveys
For consumer insight: to understand the every day lives of target
groups and their deeper motives
As test for products, services, policies, public relations, promotions…
In the context of innovation management
Reviewing opportunities and barriers of newly developed
concepts, products or offers
Integrating creativity, needs and attitudes of consumers or
other relevant audiences
Refining concepts, products or offers together with group
participants
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5. DIFFERENT SETTINGS
WHICH PARTICIPANTS? HOW MANY PARTICIPANTS?
• Lead users, trendsetters, • Normal group size of 8 to
heavy or light users? 10 participants?
• Own clients and/or customers • Or mini groups with 4 to 6
of competitors? particapants?
• Participants with certain socio- • Or large group events with
demographic characteristics even more than 100 people?
or attitudes?
WHAT INFRASTRUCTURE?
WHAT METHODS? • Online or offlline?
• Verbal discussion? • Teststudio or meeting
• Creative and projective rooms of a hotel? Own
methods? Visual methods WHAT DURATION? conference rooms?
such as collages? • Concise 1,5 to 2 hour • Catering?
• Dynamic group games? focus groups? • Recording: audio, video,
• Test and stimulus materials? • Extensive 3 to 4 hour distance transmission?
creative groups or
even longer?
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6. BEHAVIOR OF THE MODERATOR
Moderate, but do not join in the discussion: Hold back your own
opinion and avoid influencing the respondents
Communicate non-directive with regard to the contents, but
direcitive in relation to the form
As moderator, you are responsible for the timing and setting as well
as for the adequate work on the research questions
Establish a relaxed atmosphere that stimulates open discussion
Create a positive emotional attitude to each group member
Ensure positive, equitable interaction of participants
Deepen the results through clarification and summary statements
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7. TYPICAL PROJECT PROCEDURE
Preparation Execution Analysis
Basis of analysis: video
Implementation of group
or audio recordings,
Development of a research discussion in a comfortable
transcripts or protocols
design: methodology, target location or online in the
groups, number of partici- intended time Content analysis with
pants per group, composition enrichment and
Moderation by an
of groups, timing and costs clarification by verbatims
experienced moderator, who
(original sound)
Development of a topic guide is adapted to the specific
target group Optionally: analysis of
Organization: locaction, dates,
group dynamics or of
recording technology, viewing Informed consent of the
creative, visual findings
facilities for clients, catering, participants on data
(collages, etc.)
test material ... protection (video or audio
recording, observation) Reporting: verbal and
Recruitment of participants
graphical illustration of
for the group discussion Video or audio recording,
findings – but usually
transcript or protocol
no numbers!
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8. ADVANTAGES OF FOCUS GROUPS
Close to everyday communication: no artificial "question-and-answer
games"
Collection of opinions in the context of social communication
Mutual stimulation of the group participants promotes the diversity
of views
Quick overview of the variability of opinions, values, conflicts
concerning the research topic
Allows to look behind the facade of rational argumentation:
emotional backgrounds, hidden assumptions
Compact and goal-oriented process: central arguments and
controversies are quickly apparent
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9. DISADVANTAGES OF FOCUS GROUPS
Not statistically representative
Small sample sizes, so quantitative conclusions are questionable
Individual opinions can possibly not be fully taken into account
during the group process
Group dynamics: leadership, dominant or silent participants,
possible bias due to social desirability
High effort: especially through difficult recruitment of participants,
time-consuming analysis of videos or transcripts…
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10. SELECTED GERMAN LITERATURE
Kühn, Thomas / Koschel, Kay-Volker (2011): Gruppendiskussionen: Ein
Praxis-Handbuch. Wiesbaden
Naderer, Gabriele / Balzer, Eva (2011): Qualitative Marktforschung in
Theorie und Praxis. Grundlagen, Methoden und Anwendungen. Wiesbaden.
Bohnsack, Ralf / Przyborski, Aglaja / Schäffer Burkhard (2010): Das
Gruppendiskussionsverfahren in der Forschungspraxis. 2. Aufl., Opladen
BVM EDITION (2007): Standortbestimmung und Gütemerkmale qualitativer
Markt- und Sozialforschung. BVM Berufsverband Deutscher Markt- und
Sozialforscher e.V. (Hrsg.). Berlin.
Lamnek, Siegfried (2005): Gruppendiskussion. Theorie und Praxis.
2. Aufl., Weinheim.
Mayring, Philipp (2002): Einführung in die qualitative Sozialforschung. Eine
Anleitung zum qualitativen Denken. 5. Aufl., Weinheim.
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11. WWW.HOLZHAUEREI.DE
DR. BRIGITTE HOLZHAUER
The Holzhauerei (Dr. Brigitte Holzhauer)
offers market research and business
coaching - and best on issues involving both. MARKET RESEARCH
As a market researcher, I have over 20 years Qualitative research: focus
of professional experience and an excellent groups, creative groups,
base in qualitative and quantitative research indepth interviews
methodology as well as extensive industry Quantitative research: survey
and project experiences. instruments, multivariate
As a psychologist and business coach, statistical analysis
I consult clients to bring their strengths and BUSINESS COACHING
values together with the needs of their Coaching: entrepreneur, start-
markets and customers. up, career coaching
In addition, I am a lecturer at the Deutsche Consulting: target groups,
Universität für Weiterbildung (DUW, Berlin) for trends, innovations,
market research & managerial statistics positioning
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