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Focus Groups

What is a Focus Group

A focus group is a moderated discussion group of six to ten people. Each participant is chosen after completing a screener questionnaire, which allows the researcher to ensure that a good mix of people represent the project's target audience. Before conducting a focus group, the facilitator will create a discussion guide to ensure that participants cover topics of interest to the researchers. A focus group typically lasts about an hour and a half and is occasionally observed by researchers and members of a larger project team using a one-way mirror.

In conventional market research, focus groups are used to collect target consumer views and perceptions regarding specific goods, services, or principles. A company may use a focus group to gather customer feedback on a new product or service before moving forward with development. A focus group can be used in this context to test ideas and gather feedback on whether the idea will be liked or needed by the target audience.

Focus groups are fairly common and appear to be a common method of research for many organisations. They can be used early in the product lifecycle to test alternatives and develop new ideas, or later in the process to validate concepts and even select between prototypes and various designs before going to market.

A skilled moderator is required to lead discussions and encourage participants to participate in focus groups. Moderators must be capable of organising and leading a community without unduly affecting the discussion's outcome. To reveal deeper attitudes and beliefs, the moderator will need to use projective strategies and role play in a session.


My Focus Group 


I'm making a questionnaire to collect information about my target audience so that I can decide what kind of music video I should make for my chosen song. The questionnaire's purpose is to determine the demographics and psychographics of  general music video enjoyers. We can try to tailor a production to our target audience by determining who they are. 















Some questions in this was to see the psychographics to allow us to see what people enjoyed, this was some-what a normality when working focus groups, so my interest did not lie there. What i gained from these questions was that people were interested in the message of a music video coming across properly with songs with a specific themes. As the music video doesn't have a real message this doesn't affect us too much however its still something we can keep in consideration. The songs that are more pop songs had responses where people carded for the visuals more, for example the mike song is a very stripped back and DIY song and the video compliments the song very well. This helps the production of the video extremely because with the song being a more in the indie pop genre, we can create interesting visuals that will allow us to present the artist into a unique light that is accustomed to him. Overall i believe the questionnaire has helped me to a certain extent. As the artist a brand-new artist who is only starting to release new music i have a little of freedom to truly present him and leave an impression on audience.
  
Overall i believe that this questionnaire has influenced my work slightly, i do believe i could've asked more specific questions that will ultimately the questionnaire more precise in the answers which will end up helping more, but this questionnaire does help. Me seeing what people enjoyed about music videos allowed me to take that and apply it within my own work. 



Experience UX. 2021. What are focus groups? | Experience UX. [online] Available at: <https://www.experienceux.co.uk/faqs/what-are-focus-groups/> [Accessed 7 April 2021].

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