Nonverbal communication in the focus-group

• Author: Tecau A.S., Tescasiu B.
• Pages: 119-124

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 8 (57) No. 2 - 2015

Nonverbal communication in the focus-group

Alina Simona TECU1, Bianca TESCAŞIU2

Abstract: In the process of analysing the information obtained through focus group

qualitative marketing research, a very important source of data is represented by non-verbal

communication. Although the literature reveals an abundance of published material that

describes how data obtained through focus group should be analysed, one of th e least

addressed issue is the interpretation of signals from participants: gestures, posture, dynamic

and rhythm of speech or even the silence.

This Article addresses precisely aspects of non-verbal communication in the focus group's

and although not intended to examine in detail the results of a focus group, it shows how

some of signals transmitted by participants of such research have been analysed and

interpreted.

Key-words: focus group, focus group analysis, non-verbal communication

1. Matters on non-verbal communication in the focus group

The focus group is a qualitative research method known for the opportunity to gain

insight into how people assign significance and interpret their world.

Focus group was identified as technical research in social psychology by Robert

Merton, M. Fiske, P. Kendall, who used it in the mid-40s being used widely from

1950 in marketing.

Focus group research is a way of collecting qualitative information by

engaging a small number of people, between 8 to 12, in an informal group

discussion under the direction of a professional moderator. A typical focus group

session will last 1 ½ to 2 ½ hours.

Researchers should carefully plan the group's composition and the group

discussion to create a non threatening environment, so that participants feel free to

talk openly and give honest opinions.

Focus group is benefiting from the emergence of the ideas within the group,

each participant developing its position in the group due to expression of diverse

positions in agreement or disagreement with other opinions.

1 Transilvania University of Braşov, alina_tecau@unitbv.ro

2 Transilvania University of Braşov, bianca.tescasiu@unitbv.ro