The average cost of a focus group in Italy 4000 thousand euros, in other countries it may vary.

What is a focus group?

A focus group is a qualitative marketing research technique designed to test products, services, ideas, packaging, prices, advertising, concepts or any other marketing activities that a company may be willing to do.

This is an informal group interview, usually involving from 5 a 12 people, led by a moderator often a psychologist or a sociologist, where people are invited to express their opinions, attitudes, beliefs, satisfactions and perceptions on the proposed topic. The interviewees, or participants in the focus group, they are usually part of what is called a "target segment" as companies adapt their products to different segments of the population to better meet their needs. A facilitator, O "moderator", helps guide the session and focus the discussion. Sessions are carefully monitored and recorded to then observe the voluntary and involuntary reactions of the participants.

In the last decades, focus groups were seen as an important qualitative marketing research technique. You can provide updated and timely feedback from your target audience on your marketing idea. As many social scientists believe that a significant amount of communication is non-verbal, focus groups can offer a general picture of how group dynamics influence purchasing decisions.

Since the participants belong to their target group, they can determine if the product creates the ideal perception in the consumer's mind, as well as the company's goal. It also helps marketers understand what their target audience likes and dislikes and realizes the shortcomings of their new products before they launch into the wider market. Moreover, it often helps them identify the right target audience for their product. Market research firms "recruit" and "select" respondents to participate in the studies.

Participants are often offered monetary and non-monetary incentives to motivate them. Research firms also coordinate a facilitator and expert observer to get the best results from a focus group session. Research firms generally compensate respondents for their opinions and participation in market research. Creating a focus group can be an important point in the search results. The placement of materials, of moderators and respondents as well as the room can influence the results.

See how it works: