Focused group interview assumes conducting a free discussion with selected respondents based on a previously prepared scenario. The course of the interview is supervised by a moderator whose role is to direct the conversation and extract full and credible statements from the participants. During the interview, projection techniques are used to facilitate the recognition of non-verbalized opinions.
Group interview gives you the opportunity to observe discussions, interactions between participants, confront people with different habits or present projects of advertisements, products and packaging. Interesting types of FGI are creative groups whose task is to create a strategy, solution or name, often by means of brainstorming, as well as expert groups to which specialists in a given field are invited.
During the interviews, group effects are activated (spontaneity, synergy, snowball, stimulation and security), which promote naturalness of statements, motivate to participate in the discussion and help express bolder opinions. This allows you to get to know a large amount of opinions, ideas and attitudes in a relatively short time. Focus groups are often an introduction to further research stages. They are used e.g. in developing marketing activities,introducing new products to the market and research advertising effectiveness or brand image.