The "why" behind opinions and behaviors
Focus groups are a form of qualitative research recognized for producing reliable information at a reasonable cost. They are a remarkably effective tool in assessing public opinion because they go beyond the "yes-no-I don't know" answers of multiple choice surveys to the "why" behind opinions and behaviors. Because focus groups encourage participants to speak up and interact with others in a non-threatening environment, both individual and group responses can be observed and evaluated.

Honest opinions and reactions require highly trained, professional moderators
Professional moderators use well-planned, open-ended questions to elicit thoughtful and honest opinions and reactions from participants, and listen carefully to their responses. Participants warm to the idea that someone is interested in what they have to say. In an age when consumers often feel alienated and ineffectual, they like being involved in the decisions that affect their lives.

Developed in the 1930s by social scientists, focus groups are a flexible, highly informative form of qualitative research that has become extremely popular among decision-makers worldwide.
Focus group research has many applications including:

• identifying attitudes and opinions underlying behavior;
• implementing political or social issues strategies;
• exploring consumer purchasing behavior;
• evaluating advertising effectiveness/concepts; and
• assessing strengths and weaknesses in customer service.

The Process
Research begins with a thorough study by the moderator and assistant moderator of the issue or problem in question. They consult with clients continuously as objectives are determined and discussion questions are formulated. Target groups of participants are identified and selectively recruited.

Each focus group is skillfully moderated to assure maximum participant response and interaction. Under promise of anonymity, participants are encouraged not only to voice their own opinions, but also to consider and react to the responses of others. Findings are recorded and analyzed by a team of researchers using qualitative techniques. The client receives a complete interpretive report, including recommendations.

Professional Moderators - Craciun Research Group's niche in the Alaskan marketplace is based upon our reputation for creative and dependable research methods grounded in responsible ethics. Professional moderators as marketing consultants have wide-ranging experience and education in many branches of science, including psychology, sociology, political science, and marketing, to name a few.

When it comes to group dynamics, moderators utilize a variety of techniques to steer discussions and regulate their pace. The goal is to adhere to client objectives without biasing the discussion by influencing participants with too much information or direction. In addition, professionals "are better able to handle and take advantage of the ethnic, cultural, gender and other diversity within and between groups." They can handle sensitive topics in a sincere, dignified manner. Ultimately, their training in eliciting detailed, objective information from people means that professional moderators are more likely to report the "full range of attitudes, beliefs and behaviors" in a focus group.

Choosing a Research Company
In the focus group business, the quality of research you receive depends almost exclusively on the professionalism of the moderator you choose.

Other key factors to consider when choosing a research supplier include: experience and commitment, value-added elements (i.e. their knowledge of your business), report quality, turnaround time, and use of state-of-the-art techniques.