Improve your internal processes by regularly conducting surveys with your company's focus group.
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For companies with growth ambitions, customer feedback is practically indispensable. This applies equally to almost all industries. Yet market research teams must always ask themselves the question: Which method is best for us to obtain meaningful customer feedback?
Gathering customer feedback via a focus group is a method of market research that is used less frequently than surveys with individuals. This is mainly because it requires more effort. In return, it offers important results about products and services from a different perspective. For example, social relationships within the group can be observed in group interviews.
For a focus group, a small group of people is assembled in an interactive setting (a room or an online video conference). Specific topics are then discussed under the guidance of a trained moderator. How effective such a group interview is depends on the quality of the discussion guide on the one hand, and on the skills of the moderator on the other. Her task is therefore to stimulate discussion and the exchange of ideas.
From the analysis of the focus group questionnaires, companies receive meaningful and qualitative data from actual users and potential customers. With the knowledge gained from the focus group, processes can be designed flexibly, changes can be implemented immediately, and certain topics can be intensified further.
To make an informed decision for or against a focus group, you need to know the advantages and disadvantages compared to a survey.
To find out if organizing a focus group is the right decision for the customer feedback you are looking for, it is a good idea to answer the following questions:
Generally, a focus group is more suitable for an intensive conversation about the product and the intended course. For specific questions and a large customer base, surveys are often the better decision. A compromise on the company side is the combination of both methods, as together they provide important insights, for example, for product development.
To get usable data from a focus group depends on a variety of factors. One of the most important is proper questionnaire design and focus group handling. The following tips will help you get the most out of such a group interview:
Lumiform's intuitive and mobile tool makes it easier for companies to collect data during group interviews. Focus group discussions can be easily documented via a tablet or smartphone and securely stored in the cloud.
Digital questionnaires and checklists securely capture demographic data, insights, opinions and preferences. The good thing for focus groups: The digital templates can be adapted and expanded at any time and supplemented with notes and visuals.
Lumiform offers corporate market research teams the following benefits: