WHAT IS A FOCUS GROUP?

In a focus group, a moderator interviews several people at a time.

A typical focus group comprises six to 12 people (respondents), but smaller focus groups are possible too. Triads or dyads are small focus groups, comprising three and two respondents respectively.
The rationale for focus groups is group dynamics. The theory is group discussions stimulate dynamic conversations, which leads to discovery, exploration, direction and depth about topics.
Focus group sessions last between one and two hours. Length depends on goals and number of topics.
Usually a focus group research project consists of two to ten groups, although some companies use more.
The number of focus groups varies and depends on,

• research goals
• number of topics
• segments
• schedule
• budget

You should conduct at least two groups. The first is a pilot group, which tests question clarity and understanding.
There are three ways to conduct a focus group:

• Face-to-Face
• Online Focus Groups
• Telephone

 Face-to-face is the most common. Most clients prefer face-to-face focus groups to telephone and online focus groups because they like watching respondents. But, online focus groups are becoming popular.
Moderators direct a free-flowing discussion about topics of interest...products, services, brands, and advertisements.
In business marketing research, moderators typically use focus group facilities designed for conducting focus groups. The rooms have one-way mirrors through which managers and executives listen to and observe focus groups. Also the rooms typically include audio and video recording equipment.
A moderator asks questions, follows up with more questions, and keeps the conversation on track.
A focus group moderator is like a juggler, who keeps several balls in the air at once. And the juggling continues for one to two hours. Here’s another metaphor for moderating. A moderator is like a music conductor, conducting a band or orchestra.
A good focus group moderator makes focus group moderating look simple. Yet it requires moderating skill and practice to do it well. Training helps too. It's not difficult, if you have the desire to learn and practice it.