Until the 1940s, focus groups never existed, and when they eventually came around, it was to gather information about consumer behavior when a new product was introduced. Over time, their scope changed and currently includes public policy, healthcare research, advertising, etc.

Over the years, focus groups have become an integral tool in UAE’s market structure with technology, retail, and hospitality sectors leading the line of adopters. In the hospitality industry, focus groups help hotels and other “people receiving” companies understand guest preferences and the specific needs of international visitors, tourists, and expatriates. The feedback gathered helps these companies improve their services like room furniture, architecture, room set-up, dining options, etc. to boost customer satisfaction. Retail companies also use focus groups to refine their marketing strategies and test the efficiency of new products. Technology start-ups in Abu Dhabi also leverage focus groups to improve user experience. Tech companies relied on focus group research to change the user interface of their mobile apps, and software solutions, and also improve the functionalities of their user experience. For instance, graphical data and other forms of visual representation can be improved following customer reviews and insights from a focus group session.

Summarily, focus groups exist to help these businesses create transformative experiences that resonate with the needs of their target audience, leading to increased customer satisfaction, loyalty, and retention.

From a hypothetical dataset, the plot below shows a positive correlation between the number of focus groups conducted yearly and how it affected the decision-making of companies. The plot reveals a progression for every additional focus group that comes up.

Image 1: A scatter plot showing the impact of focus groups in UAE businesses.

How A Focus Group Operates

This starts with setting up the right focus groups whilst considering target market, research goals, and the resources at your disposal. Then have a tailored discussion guide to ensure the focus group session is worthy and engage the services of a well-trained moderator, who can keep the day’s business on track and gather valuable insights.

A discussion guide refers to questions curated for a focus group discussion to guide the exploration of the research question. It is like a compass that keeps discussion organized and structured. A discussion guide typically includes an introduction, objectives, a set of open-ended questions, probes, some group activities, and a closing discussion.

About six to ten participants are usually selected to be representative of the target market for the product under review. To ensure confidentiality during these reviews, brands sign an agreement of non-disclosure with the selected participants before the commencement of the review.

Their discussions take place in a secured focus group facility that includes privacy, comfort, high tech, breakout rooms, control rooms, and a reception area. This ensures that participants are comfortable enough to not make bad calls during the reviews.

The agenda of a focus group is not different from a typical meeting except that the main focus of discussion differs. It starts with an introduction from the moderator, stating the purpose of the focus group, followed by icebreakers, and then background information about each participant. This is followed by the introduction of the main topic, thoroughly based on research questions. Some mild group activities might follow to stimulate brainstorming and critical thinking. Sometimes, it could come in the form of breaks after which the moderator does a recap of the main points discussed during the focus groups and asks for a last round of comments.

Strategies for Conducting Effective Focus Groups

Conducting successful focus group research requires thorough planning, detailed planning, and comprehensive execution otherwise. Here are a couple of strategies essential for conducting an effective focus group in the UAE.

❖     Define Clear Objectives

Whether testing a new product concept, understanding a brand’s perception, or exploring customer satisfaction, it is important to set and define the scope of the focus group. This will prevent scope creep and other forms of distraction.

❖     Select the Right Participants

Resourcefulness of the participants will have a strong tell on the analysis of the focus group. Hence why much effort be channelled into ensuring that the pegs are put into the right holes. Due to the complexity of the UAE market, much attention must be given to this.

❖     Craft Relevant Questions

The relevancy of the questions asked during the sessions will determine the success of the focus groups. The moderator must ensure open-ended questions that allow participants to express their thoughts without prejudice or bias are asked. In addition, the sequence of the questions asked must be in the right order. Start with broad topics and gradually narrow down to specific areas of interest.

You don’t ever want to make the mistake of selecting an amateur to moderate the focus group. One big mistake you can make is selecting an amateur to facilitate a focus group session. A skilled moderator who knows their onions is key to a productive session.

The moderator must know what to and not to say or do during a session. UAE is big on culture, hence, the moderator should be aware of cultural fits that can have a material effect on participant’s decisions.

❖     Proper Documentation

All discussions that led to the final decisions must be documented for reviews and also guides for subsequent focus groups in the same line. Transcripts, notes, and audio records will play a huge role in accepting the decisions of the group should they be provided.

Also, investment should be made in advanced tools and software for effective data collection, organization, and presentation.

Frequently Asked Questions

What are some of the questions asked in a focus group?

Some of the typical questions asked include;

i. What are your thoughts on this product/service/feature?

ii. What would make you want/not want to buy this product?

iii. How do you think this product/service compares to a similar one in the market?
  products/services on the market?”.

What are the criteria for selecting participants for a focus group?

Group participants are often selected by demographics that include; age, gender, level of education, income, etc. Other criteria like level of experience with the product/service under review is often considered. However, as the market dynamics change, so do selecting participants for the focus group. Of late, research questions and the study’s goals are criteria used to select participants.

Conclusion

It is not enough tohave funds or wonderful ideas to launch a product, especiallyif our target audience consists of a wide range of people from different realms. By harnessing the power of focus groups, and implementing the strategies highlighted in this article, start-ups and businesses in the UAE can navigate the hurdles of existing in a multicultural market, draw meaningful insights, make informed decisions, and stay ahead of the competition.

Image 2: The chart below shows the percentage of UAE businesses using focus group research. The dataset used in this chart is culled from the one used in image 1.

Focus groups effectively gather in-depth insights, allowing businesses to refine and redefine their products, services, and strategies.

The impact of Focus Groups in market research cannot be understated. In this article, you will discover the power of focus groups in market research, learn effective strategies to maximize focus group research and understand the UAE’s role in understanding market trends.