Part of any good behavior change research includes learning about your audience. Focus groups can be the perfect methodology for learning about the reasons and emotions behind behavior and assessing any barriers to behavior change.
You’ve found yourself behind the mirror at a focus group facility. Now what? Whether you have been here before or this is your first time, there are a few things you should keep in mind in order to make the most of this experience.
Wondering how to choose a focus group moderator for your next research study? You won’t be surprised to hear that the quality of your moderator will influence the success of your project.
If you have ever watched a focus group moderator in action, you know that they are amazing jugglers. Moderators are experts at the “3 Es” – Encourage, Engage and Elicit, but honestly a moderator is doing so much more. If you watch closely, you will see that a moderator must balance multiple roles:
I recently read an interesting New York Times article, What Google Learned from Its Quest to Build the Perfect Team, which had some very helpful insights into what makes a team successful in the workplace. The article follows the research conducted for Google’s Project Aristotle, an initiative to study hundreds of Google’s teams and figure out why some worked and others did not. Since we all work in teams of various sorts, I’m providing you a few “pearls of wisdom” I gleaned from reading this thought-provoking piece on team work.
WHAT ARE THEY REALLY THINKING?
Trained moderators often incorporate projective techniques into their qualitative research to uncover hidden thoughts of their participants. These techniques originate in the field of psychology, along the lines of Rorschach ink blot and Thematic Apperception tests. Qualitative researchers adapted these approaches for use in the market research field.
Projectives are questions or exercises designed to uncover people’s deeper feelings on a topic. They are purposely set up to ask key questions in an indirect way. They are not meant to replace top of mind responses to direct questions, but can provide insight not gleaned from traditional questioning. Projective techniques are used to obtain deep understanding of emotional needs, barriers and motivators.
HARDWICK RESEARCH “TALKS TRASH”
After conducting surveys for 20+ years, Hardwick Research knows what it takes to develop a questionnaire that removes the possibility of bias and is organized to maximize the quality of responses. To help you avoid bias in survey design and obtain the best results, we compiled a list of the 8 most commonly seen mistakes.
Typically when a set of products, concepts or even advertisements are shown to research participants they are assigned labels. This is done to help remove bias and make it easier to discuss the various stimuli. Picking labels to identify your product is not always as “easy as ABC.” Choosing labels for stimulus testing can be tricky.
I was thrilled to receive a request last month from our marketing partner, C Squared Advertising, to be a guest poster on their website.
Since the C Squared team understands that market research is much more than just asking questions, they asked me to write about my approach to uncovering audience perceptions and opinions. I shared with their audience the importance of preparation before the research even starts, as well as provided some insight into my approach to ensure market research success.
Wondering why you should use focus groups? Focus groups are a traditional form of qualitative market research that still has a lot of value today. This methodology digs into the ‘why’ behind behaviors such as exercising or purchasing certain items. We also can learn about attitudes, motivations, and gather insight into the target demographic.