Focus Groups
VRS conducts focus groups usually in a special group facility equipped with a separate one-way mirror viewing area. This enables clients to personally observe group dynamics: members stimulating other members in their own environment.

Sessions are tape-recorded (audio/video) to facilitate an accurate and comprehensive analysis of the proceedings. Qualified individuals are normally offered a cash incentive to guarantee attendance.

The group approach is ideal for ascertaining interest in and acceptance of new products. A major benefit is that analysis of the discussions allows for enhancement of product offerings so they more accurately match customer needs.

Focus Group Methodology
Homogeneous groups, composed of decision-makers - or those who at least contribute to the purchasing decision - in the same target market, with similar needs and interests, work best. Customers and non-customers are always put in separate groups. Groups typically number 6 to 10 persons; as working with more participants can very often become difficult to operate, even it fails to yield good results.

In a focus group, participants are encouraged to talk freely without any fear of disapproval, but with the moderator maintaining effective control over the proceedings. The objective is to look for consistencies in, for example, behavior, and perceptions or purchase intent.

Focus groups are particularly suited to motivational research: examining the influences of attitudes and perceptions on buying behavior and interpreting the responses from members when they are presented with new information or products.

So as not to lead group members, a non-structured approach is taken at the beginning of the session.