Different focus group methodologies produce unique types of information. Two-way and multiple-moderated groups can lead to more refined feedback, while the nominal group technique allows for quick decision-making. Telephone and online groups offer anonymity and a larger sample size. All focus groups use group discussion to generate insights.
Choosing the best focus group methodology requires a close look at how each type of group works and the benefits of using each type. There are many methodologies, including two-sided, multiple-moderated, nominal, telephone, and online focus groups. All types of focus group methodology use the power of group discussion to generate insights that can only be produced by people interacting with each other in some type of group. Different focus group methodologies produce unique types of information. People interacting in a focus group setting are likely to reveal information that is not normally disclosed by individuals in any other setting.
There are advantages to using the various focus group methodologies. For example, a two-way lead focus group may produce more refined feedback than a single lead group. The two-way focus group methodology involves using one focus group to observe behavior with a second focus group taking part in the discussions. This stimulates discussion in the second group and can lead to conclusions that would not have been reached without observing the first group. Similar benefits can arise when focus groups use multiple moderators.
The nominal group technique is a methodology used by those who want to make decisions quickly, through a voting process, while still considering all opinions and opinions on a particular issue. All focus group members provide a solution, a list of all possible solutions is created, and group members then rank the solutions from best to worst. The moderator can encourage discussion by all members and try to identify commonalities between the solutions. The advantage of this focus group methodology is that it produces an idea using all the different ideas offered in the group. The final idea is often better than any single idea considered by the group.
The focus group methodology used in telephone and online groups has the distinct advantage of bringing together many different participants, regardless of where they are physically located. While lacking the warmth and interaction of a face-to-face meeting, this type of focus group costs much less and can be effective in providing qualitative research. An advantage of the telephone or online focus group is a level of anonymity of the respondents which produces more truthful answers, especially when discussing sensitive or highly personal topics. Other benefits include gathering data from a much larger sample size and reducing the likelihood that peer pressure will influence responses.
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