FGD Report

FOCUS GROUP DISCUSSION

razel bugayong - andrea mendoza

rielle ramos - jennifer tayamin lucelle zuniga

WHAT IS A

FOCUS GROUP DISCUSSION ?

according to edmund’s focus group interviews, “(they) are either guided or unguided

of interest or relevance to

the group and the researcher.”

discussions addressing a particular topic

focus group •  it is used to study views/ opinions, experiences concerns, and hopes on a selected topic without referring to or reacting to other members’ views or opinions •  a small group discussion conducted by a qualified leader • questions are asked in an interactive group setting where participants are free to talk with other group members

it’s a form of qualitative research in which a group of people are asked

about their... •  perceptions •  opinions •  beliefs, and

towards •  attitudes a product, service, concept, idea, advertisement, or packaging

THE HISTORY

OF FGD

3

the first focus group was born in wwii with the contribution of robert k. merton from the Bureau of Applied Social Research, USA

focus group • term coined by ernest dichter •  it stressed the importance of

•  also known as “living laboratory”

how to manipulate the mind of the viewers’

image and persuasion in adv

• he used focus groups to inform advertisers

•  freudian psychoanalytic concepts and

techniques to study consumer behavior

Dichter used a psycho-panel or focus group to

1. Collects interviews reports to inves2gate and iden2fy relevant s2mulus in terms of the research ques2on.

2. to reveal and study individual responses on those selected s2muli 3. Understand the interac2on between the s2muli and the respondent

1. Collect interviews reports to investigate and identify relevant stimulus in terms of the research question. !2. Reveal and study individual responses on those selected stimuli!3. Understand the interaction between the stimuli and the respondent!

FGD IN

ADVERTISING

Why ad agencies use focus groups

•  consumer needs and wants, satisfaction, to better understand... barriers and problems

information can be applied.. •  to clarify marketing issues •  to identify significant consumer issues and their relative importance when creating initial advertising strategies

Why ad agencies use focus groups cont.

•  to develop a niche for differentiating information can be applied.. a brand or product

•  to identify perceived product or service benefits and “reasons why”, which help

construct advertising strategy •  to find a “hook” that will engage

consumer interest •  to develop hypotheses on what motivates

consumers on a given issue

types of fgd 1. motivational 2. see-hear-feel

3. developmental

motivational

focus group •  tries to uncover underlying motives

influencing a particular behavior •  typical research objectives:

ü  writing a more persuasive ad claim ü  understanding the perceived primary benefit e.g. visiting theme parks, motivation: building shared family memories

•  most useful to an ad agency when creatives are looking for a new and compelling way to motivate the target audience

focus group see-hear-feel •  it’s always worthwhile for the marketer

to have a specific person in mind making marketing and advertising decisions

•  allows marketers to observe typical consumers and hear their language, reveals the tone-feeling of the group about the category and brands; elicit, stated reasons why people use the category and brands (including direct comparisons)

developmental focus group •  experienced marketers know their consumers and understand consumer motivation • their need and want: to develop positioning,

ü  commercials

concept, and advertising claim •  expose group members to stimulus and ask for in-depth reactions

ü  print ads ü  concept statements ü  products ü  new tv shows ü  packaging alternatives ü  electronic equipment

How to conduct a focus group discussion ? Before you begin:!1. Recheck your goals!2. Find a good facilitator / leader!4. Determine the equipment needed!5. Provide incentive for participation!6. Selecting the participants!7. Decide on meeting particulars!8. Prepare your questions!9. Double-check! !

During the discussion: 1. The facilitator should keep the conversa2on flowing 2. Be mindful of the length of the discussion 3. Be neutral 4. Make the par2cipants comfortable 5. Talk to the research team

How to conduct a focus group discussion ? !During the discussion:!1. The facilitator should keep the conversation flowing!2. Be mindful of the length of the discussion!3. Be neutral!4. Make the participants comfortable!5. Talk to the research team! !

During the discussion: 1. The facilitator should keep the conversa2on flowing 2. Be mindful of the length of the discussion 3. Be neutral 4. Make the par2cipants comfortable 5. Talk to the research team

How to conduct a focus group discussion ?

1

After the discussion:!1. Review your notes!2. Review the video tapes !3. Write a report!

WHY ARE

FOCUS GROUPS USED ?

focus groups... • can play an important role in determining advertising strategy

• can uncover possible concepts that appeal • can be used for idea generation

the market

to participants • can help develop stronger campaigns for

WHEN TO USE


when not to use fgd

other than research

do not use fgd when... the primary intent is something

a group discussion is not

by David L. Morgan and David A. Krueger

an appropriate forum

when not to use fgd

for the participants

do not use fgd when... when the topic is not appropriate

when statistical data is required

continued.

when to use a focus group and when not to

when you should: by Diane Loviglio as lectured by Julie Francis

•  explore needs, thoughts and feelings •  explore brand perceptions

you saw from survey research •  explore consumer language, issues that •  understand decision process, factors •  explore cases •  when you want to learn from banter

between people

PROS and CONS


pros cons •  Can assist in product development, new service

improvements, and avenues for agencies! to discover !

•  Involvement of client personnel in the research process!

•  Utilize non-verbal interaction as input!!•  High level of involvement from participants!

pros cons •  Output can be biased because it can ! be dominated by one or two participants!!•  Sensitive topics are difficult to discuss!!•  Output is not projectable!!•  Uses artificial environment!

sources: Berkowitz, B. (2013). Conduc'ng focus group . Retrieved from hNp://ctb.ku.edu/en/

table-‐of-‐ contents/assessment/assessing-‐community-‐needs-‐and-‐ resources/conduct-‐focus-‐groups/main

CommunityToolBox. (2013). Sec'on 6. Conduc'ng Focus Groups. Retrieved from: hNp://ctb.ku.edu/en/table-‐of-‐contents/assessment/assessing-‐community-‐needs-‐and-‐resources/conduct-‐focus-‐groups/main

Ditcher, E. (1947). Psychology in Market Research. Harvard Business Review, 25 , 4, 432-‐443. Retrieved from: hNp://jensgulich.wordpress.com/2010/07/28/psychology-‐in-‐market-‐research-‐ernest-‐dichter-‐1947/

Guidelines for conduc'ng a focus group. (2014). Retrieved from hNp://www4.uwm.edu/cuts/focus.htm

Kotler, P. (2006). Marke'ng Management.(12th ed). Pren2ce Hall

sources: hNp://csde.washington.edu/~scurran/files/readings/590QM/Week%207/Frey%20&%20Morgan%20Ar2cles.pdf hNp://www.busreslab.com/index.php/ar2cles-‐and-‐stories/research-‐2ps/adver2sing/the-‐role-‐of-‐focus-‐groups-‐in-‐adver2sing/ hNp://focusgroups.pbworks.com/w/page/5677430/Issues%20including%20advantages%20and%20disadvantages hNp://www.quirks.com/ar2cles/a1991/19911206.aspx?searchID=898609728&sort=9 hNps://blog.mozilla.org/ux/2012/08/when-‐to-‐use-‐a-‐focus-‐group-‐and-‐when-‐not-‐to/ hNp://csde.washington.edu/~scurran/files/readings/590QM/Week%207/Frey%20&%20Morgan%20Ar2cles.pdf

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