A focus group interview is a group interview which focuses on a specific topic, e.g., a business area or a product. The focus group interview is a qualitative analysis method, where the conversation and interaction between the participants can help uncover habits and attitudes in a certain customer segment. Furthermore, it is a form of interview where 6-12 participants in a structured process, led by an experienced moderator, are interviewed about one or more fixed topics based on a question guide. In situations where it is important to create a more confidential space for the interview, but where the group dynamic is still significant, we use mini focus groups with 4-5 participants. The format therefore intends to obtain detailed information about why and how your target group reacts in certain situations and contexts. The method is not quantitative and is thus not based on numbers and statistics, but on more abstract information that can create a basis for deeper insights.
Advantages of a focus group interview
The biggest advantage of the focus group interview is that the participants inspire and encourage each other to elaborate and explain. It is the group dynamic that is the generator of the focus group interview, because the participants help each other formulate and consider attitudes. Thus, the form of analysis can open new perspectives and help provide a more nuanced view of a given area.
From focus group interview to communication campaign
A focus group interview provides valuable insight into the target group. That insight must of course be used actively. At Rostra, we base the communication efforts for our customers on analyses and factual knowledge instead of guesswork and assumptions about the knowledge, behavior, and attitudes of the target groups. In practice, this means that Rostra can deliver the entire process from analysis and strategy to communication efforts. In this way, we ensure that the messages hit the spot in the target group and provide maximum value for money.
Extensive experience with focus group interviews and target group analyses
Over the years, we have completed focus group projects for well over 100 clients in both the private and public sectors. These include Danfoss, Siemens, Novo Nordisk, Lundbeck, the City of Copenhagen, the Danish Cancer Society, FH, the Danish Metal Workers’ Union, the Capital Region, DONG, the Ministry of Finance, the Ministry of Industry, Business and Financial Affairs, the Ministry of Social Affairs, Housing and Senior Citizens and many more. In addition to this, a large number of in-depth and duo interviews with many different target groups, just as we have carried out a large number of quantitative surveys.
