Focus Group Discussion (FGD)
A Focus Group Discussion (FGD) is a form of qualitative research method, which is conducted to gather consumer demographics and psychographics, for a group of people. The respondents/ interviewees are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, or idea.
Focus Group Discussion (FGD) is highly effective research method, in which researchers gather consumer demographics and psychographics on a specific topic(s). The interviewers conduct summarised interviews asking the demographics of the respondents, and select the qualified respondents as participants in the Focus Group Discussion (FGD). A moderator initiates and sails throughout the discussion-session, so that the discussion steers around the research topic. It helps the respondents to share all relevant information on the research topic and the discussion-session is video graphed and audio graphed. The researcher observes the video tapes and makes qualitative research reports which provide foreground for making business plans for launching a new product/ service, or making significant modifications in the existing product/ service.
Focus Group Discussion (FGD) session may generally consist of six (6) to twelve (12) respondents. The respondents share their experiences and opinions on a particular topic and provide suggestions on making modifications in a specific product/ service.