Q. There are different types of Focus Groups? Tell me more.

A. I divide Focus Group Discussions into two types, although there is often some crossover:

Traditional Focus Groups – These are the more straightforward, question-oriented groups. Usually there is a “warm-up,” then the concept, idea, situation or product is presented to the group for their reaction. A neutral moderator who probes for issues of interest and follows up on interesting or relevant comments made by the participants guides all of this. The key factors to successful traditional groups are:

• Clearly defined research issues
• Experienced moderator who understands the issues at hand/decisions to be made
• Diligent recruiting

Projective Focus Groups – Projective Groups bear a resemblance to traditional Focus Group Discussions in that they are informal, subtly structured conversations on a specific subject lead by a neutral moderator. They differ in the methods used to explore thoughts and feelings about the subject, and in the emotional depth that can be reached using these methods. Projective Groups rely more on indirect questioning and strongly emphasize the interpretation of group input.

Some of the techniques that may be used in Projective Focus Groups include:

• Collage-building
• Brand personification
• Guided Journey
• Pictorial symbols

Projective Focus Groups are used extensively in exploring brand image and development of creative concepts for products/services and advertising. A few of the questions addressed in Projective Focus Groups have included:

• Is this the right name for the product?
• What feelings are evoked by our brand? By the competitor?
• What mood should our advertising and collateral material invoke?

Do you have a comment or research-related question? Send it to me for future FAQs!