Focus Groups
Hear customers talk it through. Moderated group discussions that reveal how people really see your product, brand or idea.
- 6 to 12 participants
- Guided discussion
- Real reactions
What is a focus group?
A focus group is a group of carefully selected people who take part in a planned discussion. It is designed to draw out their perceptions of a particular topic or area of interest, in a relaxed and non-threatening setting.
It is a common qualitative research method, usually with around six to twelve participants from a company's target market. Unlike an interview, which normally happens with one person, a focus group lets members interact and influence each other as they discuss ideas and viewpoints.
Why use focus groups?
The advantages of focus groups as a market research method.
A flexible alternative to surveys
Gather opinions without the fixed format of a questionnaire.
Close to your customers
A well-prepared moderator acts as the voice of your decision makers.
Run as a series
Several groups smooth out any single group that does not warm to the topic.
Less noise
Multiple sessions limit the effect of the setting on the results.
Reveals feelings
Uncovers perceptions and thinking about a product, service or plan.
People interact
Participants influence and are influenced, just as in real life.
What a focus group is not
The purpose of a focus group is not to reach agreement, find common ground or decide what to do. Its job is to uncover the full range of feelings and perceptions in the room.
How we run a focus group
Each session is planned carefully so the discussion stays on your objectives.
Brief and objectives
Agree what you need to learn and who you need to hear from.
Recruit participants
Select six to twelve people from your target market for each group.
Prepare the guide
Build a discussion guide and any materials to show.
Moderate the sessions
Run a series of groups with a skilled moderator.
Analyse and report
Draw out themes and share clear findings.
A good moderator who prepares well acts as the voice of your decision makers in the room.
Pannel Plus Market Research CompanyFocus Groups: common questions
Quick answers about how this service works.
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Plan your focus groups project
Tell us what you need to find out. We will suggest the right approach and send a clear quote.