Iphone focus group interview

After watching this focus group interview for Iphone, I found out that it has many advantages .
One of the advantages is it provides new ideas for the improvement for existing products. For example, the moderator asked about “ what would your ideal iphone be like if you could create one?”
Secondly , it identifies the product-performance requirements of the end-user and other needs
that are not being met by one’s competitors or one’s own company . For example: “why did you
buy an Iphone and did you like it if you did not buy one why not?”.

I also found out that in order to conduct a focus group it has to follow these seven steps
Conducting a Focus Group

The seven basic steps for conducting a focus group are:
1. Determine research objectives
2. Develop a discussion format and questions
3. Select and screen participants
4. Choose an experienced moderator
5. Convene the focus group meeting
6. Collect and analyze data
7. Make a presentation
Although there are many advantages for focus group it also has disadvantages such as:
• Structuring a random sample is a complicated task. The responses of the participants in the interview are likely to vary from different participants and non-response can be a serious problem.
• Focus groups are generally costlier. .
• Skilled moderators are difficult to find, and when their services are available, they are often expensive.