While focus groups have been a popular research method for many decades, and a very valuable research tool, they are double-edged swords.  The method looks deceptively simple: Invite 4-12 people to a research location, hold a controlled discussion for 2 hours, and write a report. However, despite their simplicity, focus groups have gremlins hiding around dozens of corners.  Researchers who are unaware of the potential problems in conducting a focus group may face disaster and embarrassment.  Even the simplest focus group topic can become impossible to handle under certain circumstances.  (Wimmer & Dominick, 2003)

Focus groups can be used as a qualitative or quantitative methodology.  The approach depends on the type of questioning involved and the sample size used for the project.  

Focus groups can be used for a variety of reasons including, but not limited to, such things as:

• Content investigation for questionnaire design

• Testing TV spots

• Testing billboards and other print media

• Testing on-air personalities

• Program lineups

• Testing topicals and other promos

• Preliminary investigations of perceived problems

Roger has moderated nearly 3,000 focus groups in his career with respondents of all ages and for a variety of media an non-media topics.  His focus group approach has been described by several media industry professionals as "the best in the research industry."

To email Roger for more information, click here: Roger Wimmer or call 303.914.9623

Wimmer Research