Focus group discussion
Focus group interviewing is a survey method to collect various opinions and information. It is conducted by a moderator who asks questions about the survey theme to about 6 respondents and makes them discuss freely.What is Focus Group Interviewing (FGI)?
In brief, the purpose of FGI is to understand the unconscious mind of consumers and the context of their behavior. FGI allows researchers to know specific episodes, reasons for their answers, and what consumers are not aware of by themselves, which cannot be known through quantitative research such as questionnaires.
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6,600 PROJECTS EVERY YEAR.
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Features of ASMARQ's Focus Group Interviewing (FGI)
Recruiting Know-How Accumulated through 23-Year Experience
ASMARQ recruits participants that match your criteria with our 23-year experience, know-how accumulated through the top-level number of recruitments in the CLT's field, accurate check-ups based on abundant knowledge, and various recruiting methods.Well-Experienced Moderators
In FGI, the matching of a moderator and the characteristics of the survey is crucial because moderators significantly influence results. With our vast network, we can assign the best moderator well-experienced in the FGI methodology and well-versed in the survey theme, e.g., child care, business, fashions, pets, ITs, nursing, etc.Dedicated Team to Manage and Direct on the Implementation Date
Our dedicated teams will prepare for, set up, and manage on the implementation date so you can trust our service even if it is your first time. The interview environment plays an important role in the qualitative research: It can influence the respondents statements which correspond to the output of the interview.Various Interview Rooms That Matches the Theme
Selecting a proper room based on the attribute of respondents, survey themes, etc. is one of the important factors that affect the result of the interview. ASMARQ can arrange a room that matches the theme from our affiliated facilities and vast networks. We own our interview rooms with the newest equipment, too.Large Scale Questionnaire Panels
With our top-level scale of survey panels, including ASMARQ's proprietary panels consisting of 1,000,000 panelists and affiliated panels composed of 18 million members, we can reach out to a large target even for respondents who are hard to recruit.Occasions for Making Use of Focus Group Interviewing (FGI)
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Collecting Data from the Viewpoint of Consumers
It is essential to catch the consumers' trends either to develop products or to make proper marketing strategy. With the FGI, interviews with multiple participants can be conducted simultaneously, and many opinions can be collected thanks to participants who are actively interacting with each other.
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Probing Consumers' Purchase Psychology and Behavior
The FGI allows researchers to know the psychology and behavior of users when they purchase products and if their marketing strategies are successful by asking consumers about specific episodes and situations. Asking questions directly to participants can lead researchers to clarify the details that cannot be known in quantitative surveys. Also, active discussion can enable us to learn the consumer's unconscious mind and the context of their behavior they are not aware of.
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Verifying the Actual Conditions of Consumers
Sometimes, your marketing strategies may not match consumers' needs or not be working effectively. Researching how consumers purchase and use the products and what they need in daily life, more precisely with the FGI, will enable your marketing strategies to be conducted from a viewpoint closer to the consumers' one.
Moderator Profiles
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| Age | 30s | 40s | 30s | 40s |
| Moderation experience |
Independent freelance moderator for 3 years (and 5 years experience beforehand) | More than 10 years | Independent freelance researcher & moderator for 10+ years | Independent freelance moderator for at least 4 years (prior to that, 12 years experience while working for a research firm) |
| Specialty field |
Usability, IT, Entertainment, Gaming, Tobacco, Alcohol, Apparel, Healthcare |
Credit card, Financial, Apparel, Fashion, Luxury, Entertainment, Gaming, Healthcare, Cosmetics Hair/ Body / Face / Foot Care, men’s cosmetics, IT/Internet/Web service, Digital Device / Mobile Phones, Dental, Food & Beverage, Toys/Children’s Research, Travel/Tourism, Tobacco/e-cigarette, |
Food & Beverages, Beauty & Personal Care, Healthcare | Food & Beverage, Retail & EC, Software & Apps, Entertainment (Game & Movie), Financial Services, OTC Medicine, Cosmetics & Hair-care, Pet Foods |
| Number of projects |
IDI & FGI (face to face, online),In-home | IDI & FGI (face to face, online), In-home, On-sight (bar etc.), Shop-along, Workshop, Phone, Online community, Store intercept | IDI & FGI (Max. 3-4 people), Ethnography, Observational research, Online community, Diary studies | IDI & FGI (face to face, online), In-home, Shop-along, Workshop, Online community |
| Languages | English, Japanese (native English speaker. Moderation and Report are available in both languages) | Moderation: Japanese, English Report: Japanese, English |
Moderation: Japanese, English Report: Japanese, English |
Japanese (moderation), English (report/briefing only) |
Example projects
Recruitment of 6 participants for FGI
| Requirements | consumers who take breakfast every day |
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| Options | none |
| Other | Assuming the client will prepare the rewards |
Recruitment for 4 groups of 6 participants for FGI
| Requirements | The users of a particular product from Tokyo, Chiba, Saitama, and Kanagawa |
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| Options | Arranging the venue and moderator, briefing the moderator, creating the interview flow and transcripts in Japanese |
| Other | Compensation is 70$, one-day research; interviewing time is 120 minutes |
