What is a focus group?

A 'focus group' is a well established method within the business world of gaining information about a product. The aim is to display products in a way that does not direct an audience in order to gain as much impartial feedback as possible. This information can then be used to build and improve the effectiveness of a product and make it more appealing to a target audience. We plan to share rough cuts of all three of our products, to gain some constructive responses from a group of people that have been arranged for us. 

We analysed some video clips in class of both good and bad quality focus groups to gain a comprehensive knowledge of a decent technique. There are specific characteristics that will improve the quality of feedback. It is important to direct the audience to key issues of the product, while also asking open questions instead of only asking about what you want to hear. This will help in gaining an overall opinion as opposed to more specific analysis. You must listen and write down everything that is said. This is not an opportunity to sell the product, you are simply trialling the effectiveness.  Gaining criticism is important, as this session should not just act as a confidence boost for the group. It is also hugely important not to disregard, interrupt or try to defend yourself against peoples opinions. Everything should be considered valid and not taken personally. This can often prove to be a problem with this exercise, which is why in the real world separate companies are often employed to run focus groups as they are not attached to the product and are capable of remaining neutral during the process. 

In terms of preparation for this exercise, we will print of a rough copy of our Digipak. This will be printed out to the right size so that we can achieve the an accurate physical representation, as this this is the only of the three products that will end up being an actual physical object. We will publish our progress with the website online so that group can view this in its natural form meaning they can see how easy it is to use as a technological platform. We will also export a rough cut of how far we have got with the music video onto Youtube, meaning they can watch it on the big screen. We also began to consider some of the questions we might ask to the people on the day e.g. 

- What is the genre of the band? (Show Digipak and Website first as the video is the biggest indicator of the genre).

- State 5 words to describe the bands star image?

- What do you think the video is about?

- Do you see any major differences between the way the products represent the band?

We will film the focus group in order to achieve a thorough and accurate account of events, that is un-biased and in edited. However, this will not be on a large, high quality camera as this may effect that natural responses of the group. The group we will be presenting to are not our usual class meaning they no nothing about our products and also won't stretch their opinions due to personal relationships.