FGD Report

FOCUS GROUP DISCUSSION razel bugayong - andrea mendoza rielle ramos - jennifer tayamin lucelle zuniga


About Focus Group Discussions

Transcript of FGD Report

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razel bugayong - andrea mendoza

rielle ramos - jennifer tayamin lucelle zuniga

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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

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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

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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

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


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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

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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!

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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

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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

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

3. developmental

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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

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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)

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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

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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! !

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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! !

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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 ?


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

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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

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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

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when not to use fgd

for the participants

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

when statistical data is required


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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

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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!

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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!

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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  


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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