|Focus groups in Kazakhstan|
“Many men, many minds” and I want to know your personal opinion” – that’s the message a good moderator maintains afloat throughout a focus group.
Focus group is a qualitative method in the form of an open discussion that allows to reveal opinions of a target group about a product or service. A group interview is administered on the basis of a preliminary developed scenario that participants are unaware of.
Focus groups should be used if it required to:
Advantages of the FGD method
The main advantage of this method is relaxed atmosphere, application of various creative techniques that enable spontaneous and open discussion that generates new ideas.
Disadvantages of the FGD method
The main disadvantage is the lack of representativeness. The number of participants can not be representative of all the consumers of a product or service.