The Focus Groups has always been a market research tool which has been widely criticised. On the one hand, some people say that it is not a representative tool, while others say that it is not a representative tool, while others say that it is not a representative tool. Focus Group there is always a leader who imposes his or her opinion.
Due to the development of technology, the focus group are being reneged on in increasing proportions. Focus groups are good for what they have always been good for. And they do not serve what they should not serve, and it is here that we realise how badly they have been used.
They have been used for purposes not appropriate to this type of research.. There are companies that have chosen only this tool to draw conclusions. If this happens, it is obvious that the results are deficient. But the focus group should be alternated with other study proposals.
It has been used too often and too poorly.
Before going any further, it should be made clear that the term "the term focus group We are looking at it from its broadest perspective, so there is room in this term for "focus group", "group meeting" or "discussion group". If we need to make a detailed analysis, we need to know that this technique is actually a set of differential techniques.
The focus group is a sophisticated and complex tool which, for maximum effectiveness, must be taught with a certain mastery. In this sense, we must take into consideration moderation skills and preparedness (number of focus groups, their location, duration, selection of participants, techniques used, sequences, etc.). And of course, it must be clear that a detailed study of the information gathered must be carried out afterwards.
We need the qualitative research to get to know the users or customers. We know that there are other procedures, but none has banished this classic. The easiest way to get to know people is to talk to them, ask questions and see how they react.
However, the focus group is used to find out what they are and how they are socially constructed, all the mental schemes, prejudices, etc., that are developed in relation to the brands and products of companies. We could ask ourselves whether or not it would make sense to continue investing in listening to our consumers, as they present a complexity of human behaviour, but today, there is no better technique than the focus group for its analysis.
In short, the best way to understand and listen to each other is to ask each other, and we find this in focus groups..
