For decades, focus groups have been one of the most popular methodologies in conducting qualitative research. They allow marketers to eavesdrop on consumers as they think about and discuss products. If conducted properly, focus groups allow reliable, diagnostic feedback and provide insight as to how marketing strategy should be designed and executed. Other important elements are involved in the process. Room layout can vary.
Some facilitators conduct their sessions boardroom style.
Sometimes facilitators use mood lighting and serve alcoholic refreshments to set the scene and establish a tone that encourages truth and candor from the participants. This provides the most favorable discussion dynamics. Participants are unaware of the guide, but the facilitator is acutely aware of the need to follow the road map and not be led astray by discussion of irrelevant matters. Written summaries, including key findings and conclusions, are also prepared in most instances. In too many cases, marketers form conclusive opinions based on the feedback from a couple of groups, failing to recognize that definitive assumptions and judgments cannot be gleaned from the dialog of just a handful of consumers.