WHAT ARE THE BENEFITS OF A FOCUS GROUP?
There are a number of benefits that come with using a focus group for research purposes. Focus Groups are an integral part of gauging public perceptions. The most obvious benefits include the fact that the researcher can interact with the participants and pose follow up questions to get more in depth with the conversation. The researcher can also get information from non-verbal responses such as facial expressions and body language. Results from a focus group can be more understandable than statistical data. The information that is obtained is gathered more quickly than if people were interviewed separately.
Focus Groups are relatively easy to assemble, are generally inexpensive and are very flexible. They are also appropriate when dealing with lower literacy levels such as young children or people with English as their second language. They are also useful in helping develop new ideas and for getting more in depth on a topic or conversation.
When participants are stimulated to have a discussion, the group dynamics can generate new thinking about a topic. Due to this a Focus Group can provide a broader range of information which is a great assett to the researcher. They provide immediate ideas for the improvement of particular products or concepts. They also help address other needs not addressed by the product or company. They are also a great way to save time and money in the long run.
Focus groups have many components to them that make them a great way to collect data. They are easy to put together, they have the aspect of body language, and they are open ended. All of these components help the researcher to gather opinions and ideas about the product or service and benefit them immensely in the long run.