Focus group: behind the mirror or online.
Focus groups are the ideal environment to understand deeper motivations of consumer decisions. During a focus group, participants usually describe very emotionally and spontaneously their likes and dislikes towards a product, a service offering or a communication/ concept. The moderator uses projective and associative procedures and other questioning techniques to obtain the most comprehensive possible picture of the subjects’ opinions and emotions.
In the group, a momentum is created that drives each individual to interact and talk with the other participants. Through this situation, which is similar to an everyday exchange, unexpected insights and new ideas come to light, which provide profound insights into consumer behavior.
Usually between four (Mini Group) and 8 people participate in a focus group. The discussion is conducted by a trained moderator. The course of the discussion can be conveniently followed online or in an adjacent room through a one-way mirror. You can then follow the reactions of your target group up close and get to know their knowledge, opinions, way of thinking and attitudes.