![]() ![]() ![]() Interviewing individuals can take much longer than running focus groups with the same amount of people. Here, you'll see your product through the end-users' eyes, which can help you realize something you hadn't before. If the subject of your focus group is tangible, observe and ask questions about how participants use the product and feel about the packaging and design. Those responding to a survey or a questionnaire can't pick up your products or use them, but they can in a focus group. You'll end up with the emotional input from your target market that your surveys may not be able to provide. Gauge facial expressions and tone of voice to see how people react to what you're talking about. Ask “Why?” See how the other participants feel about the specific answer. If someone answers a question in a way that interests you, you'll have the chance to dig deeper. Focus groups are a way to understand how someone truly feels about your business and provide the why behind the data. Survey data is unbelievably powerful, but it's hard to understand the rationale for the numbers without context. ![]() In focus groups, qualitative data takes center stage. Next, let's explore the pros and cons of a focus group. For instance, the size may vary depending on whether you'd prefer a few in-depth opinions, or a broader range of perspectives. The size of your focus group depends on your company's resources and intentions. A focus group can be anywhere from 3-15 participants, with many groups falling between five and eight participants. ![]()
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