FGI (Focus Group Interview)
What is FGI?
VR's moderators control subjects to collect qualitative information from a small group of 5 to 7 respondents gathered for the theme.
Benefits of Group Interviews
1. Active discussion in a group of
homogeneous people
Grouping people who have similar gender, generation and user attributes
encourages active discussion and helps display their true feelings
2. Accurate information by hearing
opinions directly from consumers
Collect genuine opinions by seeing and hearing directly how target people
feel, live, and think about subject, product , service, program , etc.
*Useful for developing a product and program that users
and audience really want
*Collects real consumers' opinions that improve the quality of communication
plan
3. Controlled by experienced moderators
VR's experienced moderators control subjects and themes of discussion in
order to gain necessary information
When it is difficult to frame a hypothesis due to limited prior information,
or when unexpected facts come out during interviews, moderators are able
to adapt to the situation flexibly.
*Ideal for an initial survey when clients can't imagine answers, or can't frame hypothesis.
4. Helps figure out "Why"
and "How"
Easy to understand casual relations such as background of behaviors and
reasons of evaluations
Helps understanding of consumers' insight and conscious structurally
* Get consumers' insights such as
- Contributing factors to company and brand image
- What to do to improve company/brand's image
5. Helps clarify problems and formulate
concrete improvement plans
Moderators clarify specific problems, and provide clients with concrete,detailed
suggestions on how to solve the problems.
*Useful for improving products, services, TV commercials,
programs, etc.
Procedure of Group Interview
Basic Schedule
 2
- 3 weeks: |
Briefing for VR | Propose a survey plan to solve problems by giving advice; how to sort out the problems, what is the best way to resolve them, etc. |
| Decide on conducting a Group Interview |
||
| Recruit respondents | Recruit respondents from VR's database of panels with optimal conditions for the survey theme | |
| Make a list of questions to ask |
VR's experienced moderators make questionnaires that will clarify clients' marketing challenges | |
| Conduct a survey | Gather respondents in VR's leased facility VOICE, and conduct a group
interview. Clients are able to monitor the interview in the Monitoring Room and the Meeting Room. |
|
| 2
- 3 weeks: |
Put respondents' remarks on record |
Create a summary of the discussion |
| Reporting | Propose solutions to the problems after examining and analyzing the results of the interview | |
