Focus Group Interview (FGI)
What is a Focus Group Interview (FGI)?
A focus group interview (FGI*) is a qualitative research method whereby a group of five to six people assembles at a venue, and information is collected about the group's opinions on specified topics (overseas focus groups may include up to eight or ten people).
In a symposium-style discussion, the moderator asks the participants questions, and information is gleaned from the opinions exchanged. Sometimes other research personnel observe the discussion from behind a one-way mirror or from a viewing room.
Development of group rapport (interaction between participants) provides more profound and insightful information than typically obtained from standard quantitative surveys.
* FGI=Focus Group Interview
Examples of using focus group interviews
- Skin care product: Ideas for new product development
- Skin care product: Evaluation of potential revamping of existing products
- Snack foods: Understand media engagement for the target group, evaluate communication of brand concepts,
and many more practical uses.
Key features of Cross Marketing's focus group interviews
Cross Marketing's group interviews provide an environment and services to allow researchers to explore the consumers' psychology and inner attitudes.
A range of dedicated interview rooms
We have dedicated facilities with observation rooms and one-way mirrors in Hatsudai and Ningyo-cho. Our in-house venues allow us to offer flexible services to match your survey content and schedule. In addition, we have a wide range of venues overseas.
Interviews are handled by experienced researchers and moderators.
The interviews are designed and conducted by researchers/moderators with expertise in qualitative research. We deal with all topics and can refer clients to external moderators with whom we work.
We use various recruitment methods to select the most suitable targets
In addition to leveraging some of the largest partner panels in Japan to recruit online or via referrals, we can utilize a variety of other methods to recruit the optimal sample (e.g., influencers or experts) following client's needs or to suit specialty topics.
Established track record
We conduct 1,300 group interviews and over 360 Central Location Tests (CLTs) per year. The number of online and offline surveys we manage is steadily increasing each year.
Support for online group interviews
Nationwide sample targeting
Access hard-to-reach targets!
Using a drop-in venue means time and travel constraints are reduced, so it is easier to interview people who may be difficult to access.
(e.g., college students, pregnant women, carers of infants, caregivers, hardcore gamers, specialists, etc.)
Interviews can be observed from multiple locations
There are no locational restrictions for monitoring staff. People with no time to travel and staff from overseas, regional offices, and research centers can watch the interview via video.
Research in almost everyday settings
We talk to survey participants in a relaxed setting, allowing participants to engage in dialogue in a genuine manner. In addition, online depth interviews can utilize cameras to show rooms, actual products used, or the inside of a refrigerator.
Download online interview materials
Detailed materials for online interviews, such as how they differ from offline interviews and the advantages and disadvantages of the format can be downloaded here.
Standard schedule, fees, and deliverables
Standard schedule
-
STEP.01
- Preliminary discussion
-
STEP.02
- Formulation / Target recruitment 5 days+
-
STEP.03
- Conduct the interview (1 day+)
-
STEP.04
- Delivery of discussion transcript 1 day+
-
STEP.05
- Delivery of report/debriefing 5 days+
Deliverables
- Basic:
- Transcript (written record of comments from moderators and participants)
Report (summary analysis of interview and suggestions) - Optional:
- Presentation
Proper use of interview techniques
Focus Group Interview (FGI)
Interview conducted in a discussion format with multiple participants. Utilize group rapport to elicit a wide variety of ideas and opinions.
- Helpful in exploring different ideas from multiple angles
- Target segments with certain common characteristics such as gender, age, attitudes, or intentions, etc.
- Useful for identifying common themes or attitudes in a target segment.
In-depth interview (IDI)
One-on-one interview format. Focusing on individual thought processes enables in-depth insight into specific topics.
- Explore an individual's opinions and discover needs and aspirations that were unknown even to the subject.
- Clarify complex and multifaceted decision-making processes.
- Discuss topics that people are reticent about discussing in public, including money or sensitive information.
- Explore people's inner attitudes and opinions on topics that people tend to gloss over with formalities.
Home visit (HV)
An interview conducted at the participant's home. We can observe non-verbal information at the subject's home to gain insights into their lifestyle.
- Understand behaviors in traditional living and personal spaces such as kitchens, living rooms, or dressing tables.
- Understand values in a subject's life, including aspects that are difficult to verbalize.
- Other family members can also be interviewed simultaneously.
Related Contents
Q&A/FAQs on group interviews
-
Can I conduct a group interview in a rural location?
Yes, it is possible. For interviews in rural locations, we typically rent a venue in a hotel. Because one-way mirrors are usually not available, we film the interview on video so observers can watch in a separate room.
-
I want to do a group interview. How do we ensure there are enough people?
We create bespoke panels from our recruited panelists or recruit respondents through referrals (“snowball method”). We suggest the most suitable method depending on the circumstances.
Q&A /FAQs on group interviews
-
Can I conduct a group interview in a rural location?
Yes, it is possible. For interviews in rural locations, we typically rent a venue in a hotel. Because one-way mirrors are usually not available, we film the interview on video so observers can watch in a separate room.
-
I want to do a group interview. How do we ensure there are enough people?
We create bespoke panels from our recruited panelists or recruit respondents through referrals (“snowball method”). We suggest the most suitable method depending on the circumstances.