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Focus group interview (FGI, focus groups) is a group interview conducted by a moderator in the form of panel discussion in accordance to previously developed scenario (guide). FGI is conducted in the form of panel discussion on the researcher’s subject of interest; the members of the discussion group can communicate freely with each other and express their feelings and emotions.
Focus groups are conducted by professional moderators of the Marketing Technologies Bureau. The moderator’s main task is to understand the attitude of the focus group participants to the discussion issues. He must have the skills to manage the group as well as to have general knowledge in psychology and marketing. During debates the moderator leads a discussion. Although the discussion is completely natural but it should follow the earlier developed script (guide). Normally, the FGI is held by the Bureau in a specially equipped room with a special mirror, so that the customer's representatives may observe the focus group without revealing their presence. During the focus groups the audio and video recording are produced. The Client receives all the materials of the focus groups. |
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