Focus group is one of the most commonly used market research tool to collect qualitative data from experts or individuals. A small group of people (typically 6-10) will be asked to discuss their preferences and beliefs under the guidance of a moderator (interviewer). Focus group research can be used by marketers or decision makers to:
Understand how people think or feel about certain topics and issues
Provide insights into why certain actions are taken or opinions are formed
Evaluate the problems and opportunities of existing programs
Develop strategies for future programs development
Advantages of Conducting Focus Groups
The researcher will get information from non-verbal responses, such as facial expressions or body language.
The researcher will interact with the participants, pose follow-up questions or ask questions that probe more deeply.
Results can be easier to understand than complicated statistical data and more efficient to acquire results than individual interviews.
The success of focus groups depends on the skills of the moderator. The role of a moderator is to keep discussions flowing and on track, guide discussions back from irrelevant topics, make transitions into another question, and be sensitive to mood of the group.
Mansfield’s experienced moderator team has conducted over 2000 focus groups for banking, FMCG, telecommunications, liqueur, pharmaceutical products, personal care products, etc
Our focus group is facilitated using state-of-the-art technology allowing respondants to provide individual feedback via iPad.
This will help to avoid the bias of dominant respondant, allow the moderator to probe deeper and enhance dynamic interaction.
Our focus group centre is conveniently located in Kwun Tong (Ahead Research Consultants), just 2 minutes walk from the MTR station.
Our spacious and comfortable focus group room is equipped with video recording facilities and a one-way-mirror for observation.