Standard groups. The moderator's job is to create a pleasant and comfortable environment, pay attention to each participant and listen carefully to their statements. It is unacceptable to create a situation in which disputes or conflicts of interest may arise. All respondents must have the opportunity to express their opinion.
Strict commands. With such methods of focus group surveys, the dialogue takes place in an authoritarian form. The moderator can exert a certain pressure on the participants, initiate controversial situations, and also provoke respondents into open conflict. With the help of such tools, it becomes possible to analyze the stability of each position, identify hidden details and reveal contradictions in statements. This format is applicable to situations when the customer of the research is well versed in the topic.
Moderator's work scheme
By duration of the study
The duration of standard focus groups is 1-2 hours, during which the process of acquaintance of respondents and their getting used to their roles takes place. The produc overseas chinese in usa data or other product is also discussed, and everyone talks about their experience.
Short focus groups, lasting less than 60 minutes. During this time, a certain range of tasks is solved and a selective discussion of topics takes place.
Extended focus groups , lasting from 2 to 4 hours. Here, a large number of topics are discussed and many problems are solved. Research in this format should be conducted with strict adherence to the duration of the conversation, during which there may be several breaks.
Two-session groups. These studies are one-team discussions that take place over a period of time. Often, at the end of the first conversation, participants are given a product to test or a specific task. By the time the second conversation begins, each respondent has already formed their own opinion and has some ideas.
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On the use of technical tools
Standard groups. Here the discussion takes place in person at one table in the presence of a professional researcher. The client continuously monitors the conversation using a mirror or video broadcast.
Two-way groups characterized by parallel conversation between two participants.
Creative teams. The main goal of such groups is to find new emotions and develop an unconventional approach to the subsequent implementation of the product.
Telephone conference. Communication between group members and the researcher occurs via telephone, Skype or other technical means.