Welcome to Pittsburgh Focus Groups! We conduct focus group research for small and large companies, institutions and law firms that want to understand how people from our community feel and think about different subjects.
The following are a few questions that we find ourselves answering often:
What is a focus group?
A focus group is the meeting of a
small group of individuals who are guided through a discussion by a
trained moderator (or consultant). The goal of the focus group is to get
beyond superficial answers and uncover insights on consumer attitudes
and behavior.
Who participates in the focus group?
Participants
are carefully screened and recruited to ensure that they are part of
the relevant target market. There are usually six to ten members in the
group, and the session usually lasts for one to two hours. In one type of focus group a moderator
guides the group through a discussion that probes attitudes about a
client's products, services or lawsuit. The discussion is loosely structured, and
the moderator encourages the free flow of ideas. In another type of group, participants are given facts or ideas to discuss collectively as a group without moderator intervention.
Are Focus Groups an Enjoyable Experience for Participants?
Yes! We often have participants tell us what a good time they had. People regularly ask to participate again. The atmosphere is warm and lively. Everyone's opinion is important and participants learn quickly that what they have to say is beneficial.
What makes focus groups useful for companies, institutions and attorneys?
Focus groups are
frequently used because they foster valuable group dynamics that can be
observed by clients and because they are cost-effective. We videotape our projects be it group discussions or moderator-led discussions. Clients are then able to see how real people think and feel about the issues they are concerned about. However,
it is important to determine if and when the focus group is the
appropriate type of qualitative research to use. For instance, focus
groups are often used during the exploratory phase of product
development. This is before anything has been put into action, and a
company wants initial opinions and reactions to a product prior to
market launch. In a different context, focus groups are utilized in preparation for a lawsuit that is going to trial. Sometimes both parties to a lawsuit want to have a focus group undertaken as a test run of the trial to see how people might think without the consequences of a final verdict.
What makes focus groups great for participants- people from the community?
First, there is the money. Participants are generally paid $25 per hour. We also provide food, drinks and a comfortable atmosphere. Second, it is something different, fun and stimulating to do. Participants regularly tell us that the time in the project flew by and was much more worthwhile than sitting at home watching television. It is rewarding to know that your opinion will have a direct impact on how a company decides to proceed with its business, how a charity decides to best market itself or how a lawsuit will turn out.
