FGI
on-site
Table
of contents
Focus group research, or Focus Group Interview
is a type of discussion conducted in a group
setting and led by a moderator.
The moderator, using a previously prepared scenario, guides the discussion toward topics that are of interest to the entity commissioning the research.
The Focus Group Interview (FGI) is closer to real-life situations (similar to those we encounter in everyday life), as our opinions are formed through interactions with others, rather than in isolation. This group interview setting simulates a real-life scenario where individuals, responding to stimuli, express their opinions, which often undergo certain modifications during interactions with others. Focus group research allows for the observation of individuals as they shape their opinions and attitudes.
The FGI technique is especially recommended in the following cases:
- for exploring research issues—as a preliminary study (e.g., using FGI as an initial method to learn about the topic to be examined with a survey);
- for better preparation of standardized tools for mass (quantitative) research;
- for better interpretation of quantitative research results (e.g., after conducting a survey, using FGI to “deepen” the most interesting results by asking questions like “why?” and “how?” rather than “if?” as in surveys).
FGI research is conducted in groups of 8 to 12 people who discuss a precisely defined problem under the supervision of a moderator, whose task is to maintain the group’s interest in the topic (a smaller group may be dominated by one person, while a larger group is difficult to control).
A typical session lasts between 1.5 and 4 hours. The predetermined duration cannot be exceeded.
Theoretically, a focus session can take place anywhere, but in practice, it occurs in focus rooms equipped with:
- a round or oval table (this facilitates equal participation in the discussion, with everyone, including the moderator, occupying equal positions);
- recording equipment (camera, dictaphone – recording the meeting is necessary for the researcher to play it back and analyse it. A transcription is often made, meaning the entire recording is transcribed. Based on this, the person formulating conclusions can conduct an in-depth analysis and revisit interesting topics, etc.);
- a viewing area (one-way mirror or online transmission) used by the companies commissioning the research. It sometimes happens that the moderator receives instructions during the FGI from the commissioning party, such as to explore (“deepen”) interesting topics;
- comfortable seating and good lighting (which affect participant comfort and the quality of the recording);
- appropriate participants, who are invited to the study by so-called “recruiters” (participation in discussions is compensated; depending on the research topic, individuals who meet specific criteria are sought. For example, in a study concerning baby products, individuals with young children who choose and purchase these products will mainly be invited).
Research conducted using the FGI technique
may have various goals and assumptions.
It can be successfully applied in any type of research.
FGI research allows for the creation of in-depth analyses.
Focus groups are most often used in consumer opinion research, strategy development research, marketing research, and social research.
The technique is quick and cost-effective to implement
It allows for the control of the process of forming opinions and views, revealing the essence of their creation (we can clarify the respondents’ statements and refine their meanings)
It provides insights into participants’ motivations and unconscious attitudes; by asking the questions “why?” and “how?” we can obtain information about the emergence of various mechanisms in both social and consumer behaviour (which is not available in surveys)
Synergy effect – group discussions stimulate participants to engage with one another (similar to brainstorming)
The material collected is expressed in the respondents’ language
This technique can be applied to all types of issues and demographics, including children and illiterate individuals
The research results are easy for the client to understand
Information is gathered in contexts that are closer to people’s real lives and experiences
To date, we have had the opportunity to work with various institutions and companies interested in acquiring statistics in specific areas. The research conducted was intended to help advance their plans and attract new clients.
Why choose our offer?
We have been conducting social and marketing research since 1996. Thanks to our high-quality standards, professionalism, and extensive experience, we can boast a high rate of returning clients.
We also regularly attract new satisfied customers who benefit from the research we conduct.
As specialists in this field, we deliver better results for the companies we work with.
We would be happy to answer any questions and suggest the most suitable research option for your specific needs. We also invite you to explore our full range of services.
FGI research –our resources
We have modern, supervised focus group research laboratories adapted to the needs of people (including respondents) with disabilities.
The studios are equipped with:
- cameras,
- microphones,
- one-way mirror/online transmission system,
- multimedia boards.
We conduct mini focus groups (up to 4 respondents) and standard focus groups (up to 12 respondents).
In small towns, we utilize the “FGI on-the-go” system.
We also conduct FGI research across Poland through a network of focus centres with which we have collaborated continuously for many years.
The rooms we have are also ideal for videoconferencing. For each FGI study, we provide personalized catering tailored to the preferences of the respondents. To ensure the comfort of participants, we offer a spacious waiting area.
FGI research –our standards
We conduct qualitative research according to the highest standards of the research industry. We are audited annually by the Interviewer Quality Control Program and hold a relevant certificate.
We also possess the international ESOMAR certification.
FGI research –our capabilities
FGI interviews
conducted every year
We survey all groups of respondents, including:
- private individuals (consumers of various brands,
- families, residents of rural and urban areas)
- enterprise representatives:
- owners
- management staff
- employees
- public institutions
- State and Provincial Offices
- Local government units
- Educational institutions
- Business environment institutions
- experts
We record and can provide recordings of all interviews.
We are able to organize any
FGI study within 7 days
We also recruit respondents for the study, supported by the CATI studio with 25 interview stations, which impacts the recruitment time.
For each study, we select moderators who specialize in the relevant topic and have many years of experience in research moderation.
FGI research –Price list
The research we conduct using the FGI technique aims to gather knowledge that is helpful in formulating and implementing the objectives of a company or institution. Therefore, the studies are tailored to meet our clients’ needs regarding sample size, scope, and subject matter.
Since pricing depends on specific services, we encourage you to contact us for a detailed estimate. We will be happy to answer your questions and provide a quote for the service you are interested in.
FAQ
FGI studies are focus group interviews conducted by a moderator, which take place either in-person or remotely based on a prepared scenario.
The abbreviation FGI stands for Focus Group Interview, meaning a structured group discussion guided by a moderator.
An FGI interview involves a conversation between the moderator and the participants. During the focus session, participants are often invited to engage in projective techniques. These techniques help uncover phenomena that people may not fully be aware of.
Focus group interviews can be successfully applied in almost any study; however, they are most commonly used in social or consumer research.
Typically, such interviews last from 1.5 to 4 hours.
An undeniable advantage of FGIs is the ability to quickly and cost-effectively obtain in-depth information from respondents regarding their attitudes, motivations, opinions, and preferences.
We support all the industries
