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FOCUS GROUP

¿Qué es un  focus group?

El focus group (o grupo focal) es un método o forma de recolectar información necesaria para una investigación, que consiste en reunir a un pequeño grupo de personas (generalmente de 6 a 12 personas) con el fin de entrevistarlas y generar una discusión en torno a un producto, servicio, idea, publicidad, etc.

 ¿Para que sirve?

Conocido como grupo de enfoque, el focus group tiene como objetivo obtener información y crear conocimiento detallado a partir de las opiniones emitidas por un grupo de personas seleccionado como mercado objetivo sobre un tema en particular de interés para la investigación propuesta.

¿Cuál es su función?

Esta modalidad tiene como propósito precaver cualquier tipo de conflicto entre los participantes. Cabe señalar también, que cada discusión está diseñada para un focus group deliberadamente reclutado, con quien se consideran y resuelven asuntos específicos.

Un ejemplo del uso de esta técnica podría consistir en convocar un pequeño grupo de consumidores que conformen nuestro público objetivo, y hacerles probar o darles para que examinen un nuevo producto, observar sus comportamientos y reacciones ante el nuevo producto y, posteriormente, pedirles su opinión, sugerencias y comentarios, y hacerle las preguntas que nos permitan determinar la factibilidad del lanzar el nuevo producto al mercado.

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