Focus group basics for PR Campaigns at the Univ of Oregon

1. FOCUS GROUPS

2. WHAT IS A FOCUS GROUP?
SEMI-STRUCTURED
“GROUP INTERVIEW”
FOCUSED DISCUSSION
WITH MODERATOR
6 – 12 PARTICIPANTS, 1 – 3
HOURS
HOMOGENOUS GROUP
SOCIALLY-ORIENTED

3. WHAT CAN A FOCUS GROUP DO?
EXPLORE ATTITUDES, OPINIONS,
BEHAVIORS, BELIEFS
RECOMMENDATIONS OF A GROUP
DEFINE PROBLEMS, GATHER
REACTIONS TO PROPOSED
SOLUTIONS, EXPLORE FEELINGS
AND REASONS BEHIND
DIFFERENCES
TEST MESSAGES, MAKE
PACKAGING DECISIONS, DETERMINE
THE RIGHT OUTLETS AND PUBLIC
FOR PRODUCTS OR MESSAGES,
GAUGE PUBLIC REACTION TO
POSITIONS, EXPLORE OPINIONS
ABOUT COMPANY PERFORMANCE

4. ADVANTAGES OF A FOCUS GROUP
SOCIALLY-ORIENTED: USEFUL IN
PROBLEM DEFINITION AND
MESSAGE TESTING.
POSSIBLE TO PROBE POSITIVE OR
NEGATIVE REACTIONS
RELATIVELY INEXPENSIVE, QUICK
RESULTS
FLEXIBLE