What exactly is special about focus interviews

Unlike standardized surveys or quantitative interviews, which are usually limited to closed-ended questions and response options, focus interviews are more open-ended and flexible in design. We invite respondents to talk in detail about their experiences, opinions and attitudes, focusing on their personal experiences and perceptions.

Typically, we conduct several individual focus interviews or invite groups of up to 4 people to speak with us. This allows us to capture a wide range of perspectives and opinions on a given topic. Interviews are led by a trained facilitator who guides the discussion and ensures that all participants can share their perspective.

How do focus interviews help in analyzing target groups?

Focus interviews are a useful method for gaining deeper insights into the perspectives, experiences, and needs of target groups. By interacting with participants, we gain insights into their attitudes, opinions, beliefs, and behaviors that may not be captured by surveys or other quantitative research methods.

Focus interviews can also help to understand diversity within a target group by highlighting differences in opinion, differences in experience, and individual differences. Interactions among participants can also help identify common issues and challenges that affect the group as a whole.

By conducting focus interviews with representatives of the target group, we can also capture the language, tone of voice, and expressions that participants use when communicating with this target group. These insights help us develop marketing messages, promotional materials and other communication strategies.

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Focus interviews are qualitative interviews used in research to gain deeper insights into specific topics or phenomena. They are also called “qualitative interviews” and are more open and flexible than standardized surveys or quantitative interviews. Focus interviews are typically conducted in groups of 6-10 people and aim to capture respondents’ first-hand perspectives and experiences. They can be very useful in gaining a more comprehensive understanding of complex social phenomena and processes.

Defining target audiences is about figuring out to know the characteristics of your target audience. Characteristics such as gender or place of residence play just as important a role as the question of what wishes, problems or needs your target group has.
Make use of the creation of different personas.

Personas can be located not only in marketing, but in all areas of the company.
As a company, you want to convince people. This can only be achieved if you know these people and their personal needs, goals and challenges as well as possible. With a persona definition you manage to clearly segment your target groups. A key success factor here is to precisely inquire about and validate the buying behavior and needs of the personas.