FOCUS GROUP STUDIES

A focus group study is a group discussion, usually conducted with 10 respondents previously recruited according to the client's guidelines. The moderator will guide the discussion by asking questions which are designed to provide the client with the specific information being sought. Customarily, respondents are given a cash incentive at the conclusion of the discussion.

Research which is customarily done using this method includes advertising/concept testing, new product research, political studies, policy studies, insurance/financial studies, tourism studies, community and economic development studies, customer satisfaction studies, feasibility studies, health and social issues studies, etc.

Focus group studies can be conducted at our facility in Londonderry or can be arranged off-site in adjoining conference rooms with closed circuit monitoring capabilities. GSMR staff can recruit respondents to attend the focus group discussion according to client specifications, using either random, database or client lists. If necessary, GSMR can provide you with a moderator, a note-taker, videographer, etc.

REFERENCES

• Susan Walsh, The Bedford Granite Group, Bedford, NH
• Diane Feldman, Feldman Associates, Washington, DC
• Steve Thurston, The NorthMark Group, Concord, NH
• Millyn Moore, Millyn Moore & Assoc., Queeche, VT
• Catherine Martilla, Martilla Communications, Boston, MA
• Millie Norton, LL Bean, Freeport, ME
• Frank Hartman, The Gillette Company, North Andover, MA