focus groups in China

Focus Groups in China

General Considerations for Focus Groups in China

Use of focus group discussions are a commonly used qualitative research method. Focus groups in China are generally divided into mini groups and standard focus group discussions. Normally, mini groups are formed with 3-4 participants lasting about an hour and a half to two hours.  Length of time is kept to a short duration to maximize participation among group members and benefit from their in-depth insights. Standard FGDs involve in-depth discussions with 6-8 respondents lasting around two to two and a half hours, and occasionally pushing to 3 hour groups. Duration of discussions normally falls within the given range for each of the methods though it could be adjusted depending upon the judgment of the researcher and the depth of the insights to be collected.

Applicable Industries for Focus Groups

This method is ideal for the following industries:

  • FMCG products
  • Elite consumers for industrial companies (like chemical, industrial companies, etc.)
  • Healthcare professionals, such as endocrinologist, nurses, etc.
  • Industrial respondents in certain industries (IT managers working in medium sized companies, procurement managers from food companies, admin managers responsible for office supplies purchase, etc.).

Quality Control and Recommendations for Focus Groups

Application of the FGF method needs to be no longer than 3 hours to avoid exhaustion on the part of the respondents which obviously affects the outcome of the data to be collected. It is also advised that the number of respondents should not exceed eight participants to maximize the time in conducting in-depth interviews for each respondent. Recruiters always make it a point to do 2 over-recruits per session in order to ensure that scheduled interviews will not be postponed so as to save time and costs.

All throughout the process, quality control is employed and respondents are carefully recruited and screened before entering the FGD room. Standard screening questions will be asked based on what is specified in the screener. As the interview progresses, the researchers will take each respondents individually through unstructured questions to check respondents are capable of articulate and creative answers. All respondents, also, need to provide supporting documents relevant to the discussion and the criteria they were recruited for, such as a kid’s mother would need to show their ID card, birth certificate, pictures of milk/toys, etc. to do a final check and be sure that they are the right respondents, though note, copies of these would have been checked earlier in the recruitment process.

There are also instances. especially when the project is considered very special, that interviewers will pay a visit to the respondent’s houses for security identification, and life style, checks. Furthermore, review of screening questions will be made before entering the FGD room as well as the identification of the respondent to ensure that everything is falling in place as expected.

Focus Groups in Shanghai

Our brand new, state of the art facility is located in the heart of Shanghai city with easy access to restaurants and hotels, and overlooking the charming Suzhou River.

Both the observation and focus group rooms have comfortable settings equipped with state-of-the art audio and video equipment.  The observation room also offers a pleasant river view which should help soften the tedium of many hours in a darkened room. The facility has it’s own private access making it easy for you to come and go with ease and you are free to use the workspace, relaxation areas, roof terrace and restaurants of the wider X-Tower co-working space or you could simply take a walk up the nearly developed walkways along the river.

The facility has VPN enabled wi-fi, allowing you to access all the international websites and services you are used whilst you are in China. Additionally, for focus groups, a more dynamic, 360° view of the groups can be watched on the monitor in the backroom. The camera automatically focuses on users as they speak giving you a more ‘in the group’ experience of the group. It’s an optional change of view from watching through the two way mirror.

High-quality facilities are also available in most cities throughout China through our extensive trusted partner network.