Mental Image of Groups Is Out of Focus

Clients seem to have lost a real research perspective regarding the focus group technique, which has come to be viewed as a weak segment of the research arena. For example, too many viewing rooms have acquired a party atmosphere, and marketers tend to overemphasize ideas emerging from focus groups that confirm preconceived notions. Focus groups constitute an important research tool if used appropriately. Some guidelines for marketing managers to improve their use of the focus group technique are: 1. Avoid the party atmosphere. 2. Do not place too many specific quotas on the recruiting process. 3. Do not ask the moderator to cover a multitude of material. 4. Do not expect the moderator to provide all the answers after the conclusion of a couple of group sessions so that strategies can be designed overnight. Gaining the trust and confidence of interviewees is essential to successful group recruiting.