Focus groups are a very effective qualitative research methodology. The open-ended group interaction that occurs in well-run focus groups lets participants react to each others’ responses, providing far more data and information than one-on-one interactions with individual participants.
When To Use Focus Groups
Concept testing and development for potential new products or services. What do potential users/buyers value, need, and/or want?
Understanding motivation
Why do employees stay? Why do they leave?
Why do physicians admit to your hospital? Why not?
Why do people buy or not buy your product?
Understanding brand awareness and message recall
How is your organization viewed?
Do people remember your advertising and marketing messages?
Determining effectiveness of services, products, and processes
Do outcomes meet expectations?
GHG Focus Groups
The successful use of focus groups requires discipline and planning in the design, execution, and interpretation. The Gannett Healthcare Group Focus Group process includes:
• Working with you to clearly define the desired outcomes and questions to be answered.
• Working with you to determine participant characteristics.
• Developing or assisting you in developing the invitation and confirming communication.
• Coordinating the project – facilities, audio and/or video taping, etc.
• Conducting the focus groups
• Analyzing and documenting the results.
• Working with you to interpret the results.
Contact Us
To discuss the services we can provide your organization or association or to request a proposal for services, please contact:
Eileen Williamson
Sr. VP, Nursing Communications & Initiatives
EWilliamson@gannetthg.com
(631) 298-7648
Judith G. Berg, RN, MS, FACHE, Vice President Professional Services
JBerg@GannettHG.com
Phone: 559-734-4307
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