 A focus group is a selected set of
people—usually less than 10—used to test and evaluate
a concept or product. Key elements of a well-run focus group include:
- Defined objectives
- Facilities that allow observation and video/audio recording
- Careful recruitment of participants
- Expert moderators
- Special accommodations such as incentives for participants and
language translation
Upon completion of a focus group, the proceedings must be interpreted
and then reported in a manner that meets client needs. In addition
to a summary report, focus group products often include audio- and
videotapes, transcripts, and recommendations. Macro handles
the focus group process from beginning to end.
Macro has conducted focus groups with organizations such as
Federal and State agencies, commercial organizations, and public
advocacy groups. We have worked with a variety of participants,
including many hard-to-reach populations such as business executives,
physicians and nurses, lawyers, and individuals with specific medical
conditions. Our focus groups often contribute to media effectiveness studies.
In addition to onsite focus groups, Macro uses the Internet
to carry out focus groups with participants in various locations.
Our state-of-the-art online focus group capability requires only
that participants have an Internet connection and a current Web
browser. The system allows participants to view focus group materials
such as guidelines, questions, and exhibits while listening to a
running transcript of the discussion. From our online focus group
facility at the company’s Calverton, MD, headquarters, we
can incorporate streaming video and other dynamic tools.
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