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Strengths and Weaknesses of Focus Group Research
Strengths
- Understand the why behind behaviors and attitudes
- In depth discussion of concepts
- Able to clarify responses and probe for additional information
- Participants can see, hear, touch and experience the product
- Incorporate group dynamics to enable further discussion around varying opinions shared
Weaknesses
- Gather opinions from a small number of people
- Participants are not representative of population
- Results are not projectable to population
- Opinions can be influenced by others in the group
Uses
- Generate new product or service ideas
- Measure reactions to concepts
- Evaluate key features and benefits
- Assess communication of product message
- Provide ideas for revitalization
- Evaluate packaging design and advertising
- Demonstrate products and conduct taste tests
Other Related Topics:
Traditional focus groups
Additional information on focus groups
Top five tips for viewing focus groups
What are online focus groups?
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