Focus Group - Target Audience

We have decided to conduct a focus group as it is a form of qualitative research that will allow us to gain their perceptions, opinions, beliefs and attitudes towards our thriller ensuring that we captivate the audience. If our thriller was to be advertised we would also have the knowledge of the best way to market and promote it, for example the television channels the trailer would be viewed on.
The Advantages
Since the people who will participate in the focus group will all be within the target audience age group, their input and views are up to date and relevant to us. Having them express their opinions amongst one another allows a variety of ideologies to be considered. This in turn will be more beneficial to us as we are able to customize our thriller around what they want.
The Disadvantages
However there are several drawbacks in undertaking a focus group. Within a small number of people, one or two individual’s ideologies may dominate, and as a consequence of this the whole objective of a focus group will become irrelevant. A similar effect can occur if friends are asked to participate in the focus group as they are more prone to give the response that you wish to hear, meanwhile others may give you the opposite which can also have a negative outcome.

By Helen Daniel