Focus groups (group depth interviews) are loosely structured two-hour roundtable discussions among approximately 8-10 participants and a professional moderator. The moderator, who has prepared a Topic Outline to guide the content and sequence of discussion topics, is skilled in asking questions and probing responses in an unbiased manner.
Focus group respondents are recruited by trained interviewers who are usually employees of the local facility using brief questionnaires (Screening Forms) containing explicit eligibility criteria. Recruiting is from a facility-compiled list ("database") of past and prospective participants, or from lists of customers or prospects provided by the sponsor or moderator. The screening process excludes "professional" respondents and persons representing security risks, as well as those not meeting product usage and/or demographic specifications. Focus group respondents receive cash gratuities in consideration of the time and expenses required for participation.
At the beginning of the session, the moderator introduces him- or herself, briefly explains the purpose and format of the session, and announces the initial topic for discussion. Panelists are encouraged to speak spontaneously and without fear of criticism. The moderator interrupts the discussion only to clarify a point made by a respondent, to introduce subsequent topics, or to redirect the conversation if it has become irrelevant.
The sponsor is usually able to monitor the session unobtrusively through a one-way mirror. This is done with the knowledge and consent of respondents. The mirror allows groups as large as eight or more, often including project managers, copywriters and others responsible for sales and marketing, to observe customers and/or prospects discuss the sponsor's products or advertising firsthand. Many facilities in larger markets offer remote (video or internet) real-time observation as well.
An audio recording of the entire session is made with the prior consent of respondents. Preparation of a report involves careful review of the audio tapes, and development of a written summary containing generalized findings as well as a list of marketing implications based on the findings. Results from focus group studies are not necessarily statistically representative of the universe of persons studied. Instead, focus group research is qualitative in nature; it is designed to provide examples of the directions and dynamics of attitudes on the topics of interest, and of how these influence subsequent behavior. Consequently, in addition to providing helpful insights for marketing decisions, focus groups often serve as a springboard for subsequent quantitative (survey) research using larger, statistically projectable, respondent samples.