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Focus Groups and Virtual Workshops: Trends in Market Studies

Investigating, learning and adapting are fundamental principles in the business world. Market research methods like focus groups and virtual workshops are vital tools to help companies stay ahead of the curve in their industry. But what exactly are they and how are they used?

Focus groups have been a valuable and traditional resource in marketing research for their ability to provide an interactive space in which consumers can share their ideas and opinions. As technology advanced and world circumstances changed due to the pandemic, a modern adaptation of this method emerged: virtual workshops.

Focus Groups: The Classics of Research

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Focus group

Focus groups are essentially group discussions around a specific topic. They are directed by a specialized moderator, who uses a previously prepared script to guide the conversation and motivate participation. The moderator plays a crucial role, since the moderator's ability to lead the conversation and create a comfortable and relaxed atmosphere largely determines the quality of the data collected.

The focus group dynamic is maintained with small groups of between 4 and 8 participants. Traditionally, these discussions are held in a Gesell Chamber, although the new normality has promoted the virtual option, without altering the essence of the investigation.

The benefits of focus groups are numerous. They provide a large amount of information in a short period of time, encourage participation due to their dynamic format, allow you to easily compare the experiences of different groups, and are useful both in the initial phases and in the testing and improvement phases of a project.

Talleres Virtuales: Innovación en la Investigación

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Virtual Workshop

Virtual workshops are an evolution of focus groups adapted to the digital age. They take advantage of technology to facilitate online group discussions on specific topics, while respecting social distancing measures. This makes it possible to carry out product tests, obtain feedback on advertisements, or study the perceptions of a brand from the comfort of home.

The advantages of virtual workshops include the removal of geographical barriers, a higher degree of safety and hygiene, saving time and money for all parties involved, and the possibility of obtaining immediate feedback.

Choice and Application: The Best of Both Worlds The choice between a traditional focus group or a virtual workshop will depend on the specific needs of your project. However, the modern world and the convenience that technology brings are tipping the balance towards virtual workshops. They eliminate the need to rent meeting rooms in multiple cities and make it easy to coordinate moderators.

At INMEGA, we understand and apply both methodologies in our market studies. We understand that while the way these investigations are conducted may have changed, the ultimate goal remains the same: to understand and meet the needs of our customers. Whether through a traditional focus group or a virtual workshop, we are here to help you discover the insights that will propel your business to success.

In this way, INMEGA remains at the forefront, adopting new trends without forgetting traditional techniques. Because, at the end of the day, each tool has its purpose and its value, and in the combination of both lies true excellence.


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