Focus Group Interviews (FGI)
Interviews in which a small group of people who share certain attributes are brought together to collect a wide range of opinions and ideas through conversation.
Service Outline
A focus group is an interview methodology in which 3 to 6 people who meet some specified criteria are gathered together and interviewed as a group, with a person called a moderator acting as facilitator. The groups are formed based on criteria such as gender, age, life stage/household composition, product usage status, and mainly used brand, allowing you to check for group profile-based differences in usage, awareness, and evaluations. In addition, since the interview is conducted in a group, participants are stimulated and inspired by each other’s comments and ideas.
For example, focus group interviews can be used to
- hear a wide range of opinions from users of your company’s products and users of competing products
- see how usage of a certain product differs by age
- ascertain whether the degree of attachment to a product differs by gender
- find out if people at different life stages have different product selection methods
Characteristics of Focus Group Interviews
Segment-based trends can be ascertained
Focus groups are ideal for comparing segments such as “users of Brand A” and “users of Brand B”. For evaluation-type studies in particular, it is easy to ascertain trends in how products are evaluated by each segment.
Since participants can expand on each other’s ideas, comments that you wouldn’t get in in-depth interviews are elicited
The homogeneity of each group makes it easier for the participants to speak their minds, and group dynamics lead them to stimulate each other, speak more spontaneously, and expand on each other’s ideas.
Proposals based on extensive experience and data
INTAGE has a department specializing in qualitative research and many experienced researchers. Making full use of our extensive experience, expertise, and in-house market data, we can offer the best research plan for your needs.
A variety of in-house venues with state-of-the-art facilities
In-house venue ① Akihabara Head Office 2F North Interview Room
Layout in which all respondents can be easily observed at a glance
In-house venue ② Akihabara Head Office 2F South Interview Room
Spacious room that can also be furnished with fixtures to simulate an in-store display
In-house venue ③ INTAGE Interview Room (Iwamotocho)
Open and bright interview room
Deliverables
We can create a summary, full report, or other materials to suit your budget and requirements.
Service Flow
Cost
From approximately 2.4 million yen
*For 4 groups (4 people per group), offline, with opportunity recruitment, transcription, and full report