Focus Group Discussions
Focus group discussion is the most widespread research method used in qualitative studies.
FGDs are used for:
• In-depth study of consumer motivation (brand choice, product or service usage, for instance);
• Generating ideas for communication strategy, product or service positioning;
• Package, advertising, brandname and slogan development;
• Measurement of consumer and purchase behavioural patterns.
In addition to focus groups, depending on the research objectives, Romir researchers also efficiently apply other qualitative techniques, as follows:
• Mini-groups with 4-5 participants, providing more intensive discussion;
• Dyads, triads (e.g. family couples, families, colleagues);
• Peer-groups (homogeneous groups by interest, colleague groups, etc.)
• Super groups (group surveys with 15-25 participants, combining qualitative and quantitative elements) FGDs are held in a Romir office.
Our facilities include three special rooms and an observation room with one-way mirror and video link. If a Client is not able to be in our office during a focus group, they may observe discussion via online TV transmission system or receive a digital record of a focus group discussion. It is also possible to conduct focus groups in the offices of our regional partners.
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