How do focus groups work? - Hector Lanz

869,561 views ・ 2017-04-10

TED-Ed


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翻译人员: Riley WANG 校对人员: Di SUN
00:07
Why do we buy certain products or choose certain brands?
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为什么我们会购买特定产品 或特定品牌?
00:10
This is the sort of question advertisers have always asked,
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这是广告商经常问的问题,
00:14
and there are no easy answers.
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但想要得到答案并不容易。
00:16
However, there is a handy tool that helps companies explore this
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然而有一种便捷的工具
可以帮助公司解答这类问题,
00:20
and similar questions,
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00:22
and it's called the focus group.
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它叫焦点小组。
00:25
Until the 1940s, market research was often quantitative
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1940年代之前, 市场调研主要是定量研究,
00:29
using things like sales figures and customer polls to track consumption.
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通过使用诸如 销售数据、消费者调查来追踪销量。
00:34
But this changed during World War II.
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但是这在二战时发生改变。
00:36
Sociologists Robert Merton and Paul Lazarsfeld
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社会学家罗伯特·莫顿和 保罗·拉泽飞开始研究
00:40
set out to learn how unprecedented exposure to wartime propaganda
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前所未有的战时宣传
00:45
was affecting the public.
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是如何影响大众的。
00:47
Instead of polling large numbers of people
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研究者没有对大量人 进行直接提问
00:49
with straightforward questions and quantifiable answers,
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并给出量化的答案选项,
00:52
the researchers conducted in-person interviews,
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研究者选择了个人访谈,
00:56
sometimes with small groups,
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有时以小组形式进行,
00:58
engaging them in more open discussions.
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使受访者参与到更开放的讨论中。
01:00
Later, this method was picked up by the advertising industry
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这种方法随后被广告业采用,
01:04
with the help of consultants,
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得益于咨询师的协助,
01:05
like Austrian-born psychologist Ernest Dichter,
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例如,出生于奥地利的 心理学家欧内斯特·迪希特,
01:09
who first coined the term focus group.
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最先提出“焦点小组”这个概念。
01:12
This new technique was a type of qualitative research
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这种新的方法是一种定性研究,
01:15
focused on the nature of people's preferences and thoughts.
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专注于人们偏好及想法。
01:19
It couldn't tell marketers what percentage of people buy a certain product or brand,
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它不能够告诉市场营销人员 多少人会购买该产品或品牌,
01:24
but it could tell them more about the people who do,
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但是能说明哪类人群会购买,
01:27
their reasoning for doing so,
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以及他们购买的理由,
01:29
and even the unconscious motivations behind those reasons.
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甚至是购买理由背后的无意识动机。
01:33
Rather than providing definite conclusions for business and sales,
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相比于为商业销售提供绝对的结论,
01:36
focus groups would be used for exploratory research,
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焦点小组多被用于探索性研究。
01:40
generating new ideas for products
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为产品本身以及营销方式
01:42
and marketing based on deeper understanding of consumer habits.
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提供更深刻地 基于消费者习惯的理解。
01:47
For example, early focus groups found that contrary to popular opinion at the time,
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比如说,早期的焦点小组发现 与当时的主流观点相悖的是,
01:52
wives often had more influence than their husbands when choosing which car to buy,
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对于买车决定, 妻子比丈夫的影响更大。
01:57
so Chrysler shifted gears by marketing cars directly to women.
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因此克莱斯勒公司改变策略 直接针对女性进行营销。
02:02
And Dr. Dichter himself conducted focus groups for Mattel
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迪希特博士自己也 为马特尔公司组织了焦点小组访谈,
02:05
to learn what girls wanted in a doll.
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研究女孩们想要什么样的洋娃娃。
02:09
The result was the original Barbie doll.
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研究结果则是芭比娃娃的原形。
02:12
So how does a focus group work?
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那么,焦点小组是如何运作的呢?
02:14
First, companies recruit between six and ten participants
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首先,公司会找到6-10个参与者,
02:18
according to specific criteria that meet their research objectives.
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他们符合一定条件来满足研究目标。
参与者可能是5-7岁儿童的母亲,
02:23
They could be mothers of children between five and seven,
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02:26
or teenagers planning to buy a new phone in the next three months.
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或是计划在三个月内 购买新手机的中学生。
02:30
This is often done through professional recruiters who manage lists of people
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这通常是由专业招聘人员完成, 他们联络愿意参加的人,
02:34
who've agreed to participate in focus groups for payment or other rewards.
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并给予参与者酬金或其他奖励。
02:39
During a session, participants are asked to respond to various prompts
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讨论时,参与者被要求回应
小组主持人提出的各类指示,
02:43
from the group moderator,
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02:45
like sharing their opinions on a certain product,
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例如分享关于某产品的想法,
02:47
or their emotional reactions to an advertisement.
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或是对某个广告的情绪反应。
02:51
They may even be asked to do seemingly unrelated tasks,
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受访者或许还会被要求完成 看上去毫不相关的任务,
02:55
like imagining brands as animals in a zoo.
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例如, 将品牌想象成动物园里的动物。
02:58
The idea is that this can reveal useful information
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这样的讨论旨在揭示参与者感受,
03:01
about the participant's feelings
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这些有用信息
03:03
that traditional questions might not get to.
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是无法通过传统的问题研究获得的。
03:07
Beyond these basics, many variations are possible.
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除了基本的模式以外, 还有很多其他的变式。
03:10
A focus group may have two or more moderators
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一个小组可能有2个及以上主持人,
03:13
perhaps taking opposite sides on a question,
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组内可能会形成对立双方,
03:16
or a researcher might be hidden in the focus group
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研究员也有可能是参与者,
03:20
unknown to other participants to see how their answers can be influenced.
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在其他参与者不知情的情况下, 观察他们的回应如何受到影响。
03:24
And the whole process may also be observed by researchers
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研究人员可能通过单向镜观察整个过程。
03:28
through a one-way mirror.
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03:30
But although they can provide valuable insight,
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尽管焦点小组研究 可以提供有价值的信息,
03:32
focus groups do have their limitations,
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它也有一定局限。
03:35
and one of the main ones is that the simple act of observing something
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主要局限之一是观察某种行为
03:39
can change it.
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可以改变该行为。
03:40
This principle is called observer interference.
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这叫做观察者干扰。
03:43
The answers participants give
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参与者给出的答案很可能
03:45
are likely to be affected by the presence of the researchers,
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由于研究者在场,
03:49
social pressure from the rest of the group,
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或来自其他成员的社会压力,
03:51
or simply knowing that they're taking part in a focus group.
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以及知道自己正在参与焦点小组 而受影响。
03:55
And because researchers often use a small sample size in a specific setting,
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由于研究者通常选取小样本 在特定场景下进行研究,
03:59
it's hard to generalize their results.
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其结果的推广是很困难的。
04:02
The findings that researchers do reach from focus groups
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通过焦点小组得出的研究结果,
04:05
are often tested through experiments and data gathering.
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经常需要通过实验 以及数据收集来检验一些数字,
04:09
Those put numbers on questions like how many potential customers there are
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比如,潜在消费者的数量,
04:13
and what price they'd be willing to pay.
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以及他们愿意支付的价格。
04:16
This part of the process changes as technology evolves.
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随着科技的发展, 这一过程也发生变化。
04:20
But focus groups have remained largely the same for decades.
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但几十年来, 焦点小组的基本形式没变。
04:23
Perhaps when it comes to the big, important questions,
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或许, 在当遇到重大问题时,
04:26
there's no substitute for people genuinely interacting with each other.
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没有什么能够代替 人与人之间真实的交流互动。
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