¿Cómo hacer un FOCUS GROUP?: Explicación y 5 PASOS | Lorena Ronda | Universidad de Deusto
Focus Groups: A Qualitative Research Technique
Introduction to Focus Groups
- The video introduces focus groups as the second qualitative technique studied in the course, following in-depth interviews.
- Focus groups involve a dialogue among 6 to 8 participants led by a moderator, aimed at discussing specific topics of interest.
Objectives and Structure of Focus Groups
- The primary goal is to generate conversation and encourage participants to share their opinions, leading to common ideas that can enhance products and businesses.
- Selecting representative participants is crucial; for instance, if studying adolescents aged 14-18, older individuals should not be invited.
Preparing for a Successful Focus Group
- A flexible discussion guide is necessary; it should cover broad thematic areas rather than fixed questions.
- Choosing an experienced moderator is vital. They must steer the conversation without dominating it, allowing others to express their views.
Key Responsibilities of the Moderator
- Moderators should be empathetic, understanding emotions while remaining somewhat detached from the conversation.
- Flexibility is essential; moderators must adapt discussions based on emerging interesting ideas even if they deviate from the original plan.
Maintaining Engagement and Direction
- Protecting group dynamics involves redirecting conversations back to relevant topics and ensuring all voices are heard.
- Encouraging participation from quieter members helps maintain engagement throughout the session.
Concluding Insights from Focus Groups
- Moderators need clear objectives for what information they seek from focus groups; sessions should conclude only when these goals are met.
- Open-ended questions are preferred during discussions to elicit deeper insights into participant opinions.
Understanding Insights in Qualitative Research
- Insights refer to key phrases or ideas that reveal motivations or feelings influencing behaviors. These insights help tailor communication strategies effectively.
Focus Groups and Consumer Insights
Understanding Focus Groups
- A focus group discussion revealed that participants often feel most comfortable at home after a night out, highlighting the emotional connection to their living space.
- The insights gathered from qualitative research can lead to quantitative studies to assess the popularity of specific sentiments among consumers.
Case Study: Axe Deodorant
- Axe's previous controversial positioning was perceived as sexist; however, they have shifted their messaging towards promoting calmness and authenticity in social interactions.
- A key insight from focus groups indicated that individuals who appear calm are often seen as more attractive, leading to the campaign slogan "stay in sight."
Recording and Transcribing Focus Groups
- For effective analysis, both audio and video recordings are necessary during focus groups with multiple participants to accurately identify speakers and track discussions.
- Consent must be obtained from participants for recording, ensuring that materials are used solely for study purposes without dissemination.
Advantages of Focus Groups
- Focus groups create a relaxed atmosphere compared to one-on-one interviews, fostering open dialogue and encouraging participants to build on each other's ideas.
- The informal setting can yield richer insights as participants may share experiences they wouldn't disclose in a more structured interview format.
Challenges in Conducting Focus Groups
- Without skilled moderation, discussions can veer off-topic or become dominated by certain voices, making it difficult to extract valuable insights.
- Effective moderation is crucial; otherwise, recorded conversations may become chaotic and unmanageable during transcription.
Example: Campofrío Advertisement Analysis
- Campofrío's holiday advertisements often reflect societal stressors; one ad featured women discussing daily pressures like work demands and personal appearance concerns.