Although the client's representatives observing the discussion are often ready to make some management decisions immediately, being impressed by the work of focus groups, detailed analysis is decisive in qualitative research.
The basic scheme of the study is as follows: primary information – formation of statements – explanation. At the first stage, audio recordings are deciphered, a transcript is prepared, and video analysis is performed, in which the respondents’ non-verbal reactions are of the greatest importance. Then, the most significant categories characterizing the course of the discussion on the designated problem are selected from the generalized collected material. The results obtained are generalized and interpreted, and conclusions and recommendations are made on their basis.
In practice, there are three main types of reports in focus group research:
Oral. It is intended for a botim database conversation with the customer at the final stage of the study and serves as a means of explaining the results. For ease of perception, when presenting reports of this type, it is recommended to use diagrams and slides that will clearly demonstrate the main conclusions. It is also advisable to use small fragments of video recordings, where you can see illustrative episodes of discussions.
A short written report that highlights the most important findings.
A complete detailed report consisting of the following parts:
Introduction.
Goals and objectives of the project.
Brief description of data collection methods. Participant selection methods, locations and number of groups.
Description of the communities, opinions and attitudes being studied, with a demonstration of quotes from the transcript.
Results and main conclusions.
Recommendations and suggestions.
An application containing a script, a filter questionnaire, and incentive material.