The Role of Focus Groups in Advertising

The Role of Focus Groups in Advertising

As most of you are aware, a focus group is a method of research in which a group of people are recruited to discuss a particular topic. The participants usually are paid a fee for their time.

Although groups can be held in any room large enough to accommodate the participants, the usual setting is a specially designed room with a two-way mirror at one end which allows the sponsor of the groups to view the discussions.

Typically, at least four to six groups are held on any particular topic.

Focus groups can play an important role in determining advertising strategy. Groups can be used for idea generation, and to uncover possible "concepts" that appeal to the participants. Such concepts can be exposed to determine the groups' reactions. Well-received concepts can then be developed into actual advertisements.

To use groups in the next stage of research, the actual testing of an advertisement or series of advertisements, generally is not a good idea unless quantitative research also is employed.

It is better to test actual advertisements quantitatively, using a methodology which will, among other things quantify the impact of a particular ad on:

purchase intent,

product/service/corporate imagery,

believability,

recall of the actual ad

the message of the ad,

and the extent to which people can identify the product/service/corporation
being advertised.

If quantitative research indicates problems in any of these areas, it is appropriate, although possibly overkill (depending upon the advertising budget), to use groups to "fine-tune" an ad.