![]() ![]() In other words: your focus group should be diverse, but the presence of extroverted, dominant sceptics may result in a disaster. Extroverted sceptics especially can overturn the opinion of a whole discussion round into something negative. Sceptics, on the other hand, categorically reject the new. Early adopters and routine users can contribute something useful in focus groups, because they are basically interested in something new. They prefer everything that has already proven itself. These two groups constitute the mass – the routine users. They are the ones you should focus your “in the name of research marketing” efforts. At the beginning, the visionaries among the buyers, the early adopters, decide to buy or simply test your product or service. Different groups of buyers will reach for the product at different times throughout this cycle. Well, each and every product or service (yours included) goes through an entire life cycle. The fourth reason is similar – sceptics influence the results, and that can be dangerous. In practice, a so-called alpha will try to convince the group of his opinion. In short, group dynamics can get in the way. And there is zero – precisely zero – correlation between the first opinion or idea and the best idea. ![]() The ideas and opinions that emerge faster (the ones of the extroverts) are often further elaborated. Introverted people just take time to make up their mind and come up with a coherent opinion. When the moderator asks the questions, chances are the first people to answer are going be the extroverted ones. ![]() This is true both for work meetings, discussions, brainstorming sessions, and focus groups. The advantages and disadvantages this offers every participant cannot be estimated.Īnd third – when extroverted people take over, you’ll get just half the picture. Within a two-hour focus group session, there is not enough time for participants to get a good idea of more complex products. We are sceptical about change and innovation. Especially if it is explained theoretically or hypothetically. Again, it may seem otherwise, but something called the status quo bias makes us somewhat resistant to the ‘new’. Second – humans are usually sceptical about the ‘new’. Declarations are one thing – behaviours are quite another. In reality, things often look quite different. There too, they ensure that socially desirable decisions are made. In focus groups, the participants are not 100% honest. Remember – people interviewed do not always express their true views. Or you ask people about discrimination in the workplace and suddenly everyone is pro diversity. On the other hand, we tend to hide or minimise the attitudes and actions that are socially frowned upon.įor example – when you ask people if they try to find time for their family or if they make efforts to separate trash, they may declare that they do. This means that we tend to specify and declare activities and attitudes that are socially desirable. What is that? It’s the tendency of research subjects (your focus group participants) to choose responses they believe are more socially desirable or acceptable rather than choosing responses that reflect their true thoughts or feelings. This takes the form of social desirability bias. ![]() But focus group participants very often lie in a predictable way. That does not probably come as a surprise. Here are the reasons why.įirst of all – people lie. ![]()
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