Focus Group Discussion: Why Marketing Research Experts love it

A market research expert will never ignore focus group discussion in exploring market insights 

A market research expert will never ignore focus group discussion in exploring market insights because of obvious benefits that focus group discussion offering market research experts.

Obviously, market researchers are able to communicate directly with a group of consumers, which allow them to ask questions that probe deeply. In other word, Market Researchers will notice the necessary missing information to explore it from numbers of respondents, and then market insights can be explored well.

When a market researcher directly communicates with group of consumers, it is easier to understand a market insight rather than market researcher learns from complicated data and statistics.

A deeper exploration for market insights is likely expected because market research expert may observe gesture and other non-verbal communication, which may give more insight about a product, brand or market.

However, conducting a focus group discussion about a particular product / brand or market does not guarantee the success of a product / brand in that market. There will be several reasons for this failure.

First of all, because of limited budget, the market sample size is not large enough to give market research expert the confident information from market.

It is very complicated to control a focus group discussion because sometimes, market research expert is not able to manage focus group discussion as planned, which leads to the failure in collect correct market insights

Sometimes, it is not the fault of market research expert, but consumers are not willing to share their direct opinions because they are scared in peer communication, uncomfortable environment of focus group discussion that makes market researcher cannot explore the market insights.

However, comparing the pros and cons of focus group discussion to market research conducting, it is still a supportive tool to explore market insights for market researcher.

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Compiled by AMR Group (Marketing Research in Vietnam-Nghien Cuu Thi Truong Viet Nam) on 2014

Source: Howstuffworks

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This article is compiled by AMR Group to provide updated information on markets. AMR Group puts the best effort to obtain the most accurate and timely information available from various reliable sources. The article should be best considered a reference and indicative only. It is not an offer or advice for any actions related to any assets. AMR Group provides no warranty or undertaking of any kind in respect to the information and materials found with, or linked to the report and no obligation to update the information after the report was released. AMR Group does not bear any responsibility for the compiled information, or any consequences arising from its use.