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
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.