Matters needing attention in focus group interview

Enterprises should pay attention to the following matters when conducting focus interviews:

1. The purpose of the focus interview determines the required information, which in turn determines the needs of the interviewee and the host.

Enterprises can apply some special research technologies, such as the scale technology used to test attitudes, and some special instruments, such as instant displays and projectors, which need to be implemented in advance and prepared in place.

2. People who have participated in focus interviews are inappropriate participants.

3. Participants should avoid the relationship between relatives, friends and colleagues, because this relationship will affect the speech and discussion. If this happens, they should be asked to quit.

4. Number of participants in each group

It has always been considered that 8- 12 people are suitable, but 4-5 people are often interviewed in focus, mainly depending on what is discussed. For example, when we held a focus group discussion for a household computer software, in order to make consumers fully familiar with the software functions and express their opinions as deeply as possible, there were only four participants in each group, and the discussion lasted for more than three hours.

5. Measures to attract participants to participate in the discussion

① The higher the remuneration, the more attractive it is;

The more boring the research project, the higher the reward;

③ The forum should be held on weekends as far as possible;

④ Describe to the target candidates how interesting and meaningful the forum is;

⑤ It is very important to emphasize the participation of target candidates.

6. The moderator should make clear his job responsibilities in the focus group discussion, including

① Establish friendly relations with participants;

② Explain the communication rules of the forum;

(3) inform the purpose of the investigation and master it flexibly according to the development of the discussion;

(4) Explore the opinions of participants and encourage them to have a heated discussion around the theme;

⑤ Summarize the opinions of participants and judge the recognition degree and difference of each parameter.

7. The host should grasp the atmosphere of the venue.

At the beginning of the discussion, the host should warmly thank everyone for their participation and explain to everyone what the focus group discussion is about, so that the participants can relax as much as possible. Then, introduce yourself honestly and frankly and ask the participants to introduce themselves one by one. Communication rules should generally include the following contents, and sincerely tell the participants:

There is no incorrect opinion, just say what you think, as long as you tell the truth;

Your opinion represents the opinions of many other consumers like you, so it is very important;

③ Listen carefully to other people's opinions, and don't ridicule or belittle them;

Don't talk to each other, say it in turn;

⑤ Don't care about the moderator's point of view. The moderator, like other people in this research topic, is not an expert;

6. If you don't understand a topic, or have no opinions, don't worry, and don't improvise;

In order to finish all the questions within the scheduled time, please forgive the host for interrupting your speech and so on.

8. The data and information analysis of focus interviews need the participation of the moderator and analysts.

They must watch the video again, not only to listen to the participants' speeches, but also to observe the speaker's facial expressions and body language. Enterprises should pay special attention to this when testing the concept of products, because participants are often reluctant to raise fierce objections to the "concept" of design. Only when enterprises observe the cynical expression of participants themselves will they realize that this concept is not popular.