Lesson Learned # 4 Code Name: Sweetness

November 12, 2016

I learned from Session 9 the correct and proper way of conducting a
Focus Group Discussion (FGD) and the common errors that one should avoid.
A FGD is a qualitative research structured to obtain in-depth information
from a group of people about a particular topic. The book defines focus group as
“a panel of people (typically made up of 6 to 10 participants), led by a trained
moderator, who meet for 90 minutes to two hours. The facilitator or moderator
uses group dynamics principles to focus or guide the group in an exchange of
ideas, feelings, and experiences on a specific topic.”
In conducting a FGD, the first step is screening the participants. We don’t
want experts or family members of people connected in the industry or topic we
are researching. For example, if we will be researching about shampoos, we
don’t want to have employees of Colgate-Palmolive, Proctor & Gamble, or their
family members in the group. Hence, it is very important to define the Operational
Definition of a respondent.
During the FGD, one should ask the permission of the group if the
researchers can record the research through audio or video. One should stress
out that there are no right or wrong answers. It should also be reiterated that the
participants should not quarrel about anyone’s opinion because everyone is
entitled with one’s own opinion; that they should be truthful to the question and
not say what they think the researchers or co-respondents wanted to hear.
Since the research is being recorded and truthful answers are being asked
from the respondents, one should assure the group that information would be
kept confidential.
In the sample FGD in the class, the assigned group told the specific
objectives of the FGD. This should not be the case. One should not reveal the
objective of the client but only tell broad objectives why the group is conducting
the FGD. This will prevent respondents to be honest (to tell what they think the
researchers wanted to hear).
 One should maximize projective techniques to get more reliable and
truthful answers.
In research, one should never assume. One should clarify all answers. In
questioning, it should be direct, precise, and concise.
Below are Factors Influencing Participant Contributions in Group
Interviews as per the book:

In my profession, I can do an FGD in order to know what clients are

looking for a financial advisor, what is their presumption of a financial advisor,
and what is their ideal financial advisor. This will help me model myself into their
ideal concept of a financial advisor and avoid the negative notions that can cost
me a sale in the future.