Market research vendors of focus group facility services. See firms that provide a specific place where qualitative marketing research studies are conducted and observed. A facility can be designed to provide a space to conduct and view focus group sessions, one-on-one interviews, triads, usability tests, etc.
Traditional focus groups are time intensive, can be cost prohibitive, and don’t always give you a representative sampling. Online focus groups have gained quite a bit of traction over the past several years, providing opportunities that their traditional counterparts just can’t match.
The traditional approach to focus groups involves recruiting participants in locations representative of the target market, hiring facilities in each location, and traveling to each location to interview the participants. The alternative Internet approach, on the other hand, uses either instant messaging or a bulletin board to interview the participants. This article will compare and contrast these two methods from a cost, leadtime and environmental sustainability standpoint.
This article covers the basic fundamentals of qualitative market research. It provides the typical process of conducting market research, from creating focus groups to picking a venue and conducting interviews.