There is a need for cost-efficient methods in consumer research. Existing qualitative methods are expensive to conduct. This paper aims to improve the focus group method. The objective was to improve focus groups with...There is a need for cost-efficient methods in consumer research. Existing qualitative methods are expensive to conduct. This paper aims to improve the focus group method. The objective was to improve focus groups with different aims： shorter time conducting interviews, interview greater number of respondents, deliver results faster than traditionally analysis of data, and lower total cost. CurroCus groups of 15-45 minutes duration were tested in five different experiments, including 70 to 160 respondents in groups of 7-11 respondents. The name of the new method is formed from the word ＂Curro＂ in Latin that means speed in English, and ＂Cus＂ that is the last syllable of the word ＂focus＂, thereby forming a new word： CurroCus~ on the method. The results from testing of the CurroCus~ group method at different cases showed that trained moderators and observers could collect relevant responses in a given time for each group. It was possible to process a number of 6 to 10 respondents for each group. By conducting several successive groups, saturation of information was reached after an adequate number of CurroCus~ groups. Therefore, the total number of respondents can be optimized and results can be more precise, with reduced risk of inaccuracy. At the same time, the cost for each case can be lowered substantially, in our cases to approximately 1/10 of a traditional focus group cost. The role （skills） of the moderator is important. A disadvantage is the risk that some of the respondents are not able to express their thoughts in due time when time is limited. There is a need for more research on all parts of the CurroCus group process.展开更多
文摘There is a need for cost-efficient methods in consumer research. Existing qualitative methods are expensive to conduct. This paper aims to improve the focus group method. The objective was to improve focus groups with different aims： shorter time conducting interviews, interview greater number of respondents, deliver results faster than traditionally analysis of data, and lower total cost. CurroCus groups of 15-45 minutes duration were tested in five different experiments, including 70 to 160 respondents in groups of 7-11 respondents. The name of the new method is formed from the word ＂Curro＂ in Latin that means speed in English, and ＂Cus＂ that is the last syllable of the word ＂focus＂, thereby forming a new word： CurroCus~ on the method. The results from testing of the CurroCus~ group method at different cases showed that trained moderators and observers could collect relevant responses in a given time for each group. It was possible to process a number of 6 to 10 respondents for each group. By conducting several successive groups, saturation of information was reached after an adequate number of CurroCus~ groups. Therefore, the total number of respondents can be optimized and results can be more precise, with reduced risk of inaccuracy. At the same time, the cost for each case can be lowered substantially, in our cases to approximately 1/10 of a traditional focus group cost. The role （skills） of the moderator is important. A disadvantage is the risk that some of the respondents are not able to express their thoughts in due time when time is limited. There is a need for more research on all parts of the CurroCus group process.
