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Focus group is a qualitative research tool used by the companies, usually at the time of new product launch or rebranding themselves, it is also used by movie producers to help them edit the movie and market accordingly.
3 main tools required for a successful focus group analysis are:
a. Correct target audience
b. discussion cues like placard, pointers etc used by the moderator
c. questionnaire, which majorly closed ended questions which is to be later filled by the moderator to narrow the data he/she gathered during discussion.
target group (TG) answering the question should be chosen carefully, generally its a good practice to conduct3 -4 focus group of the same TG to get clearer answers.
Placard or any other discussion cues used by the moderator to be designed specifically to get the answers of the questionnaire to be filled later.
After the discussion, an almost closed ended questionnaire helps in coming to a decision faster and is more accurate. Of course, the discussion also gives cues for further development of the product or consumer needs which can be addressed later.
