Focus Groups

Focus groups are valuable in the early stages of qualitative research and are useful when investigating why people do things.

Focus groups help you to connect with your market, so you can become more aware of what is going on with your customers, their motivations and attitudes. Focus groups will help you in developing or testing solutions and strategies and is an ideal exploratory technique because of the freedom and interaction inherent in a group situation.

A focus group involves a small group of respondents (between 6 – 12 people), selected according to a specific criteria, a group leader, a semi-structured topic guide, a video camera, a note taker, and other props (such as products or images).

Our focus group leader guides a discussion lasting 1 to 1 ½ hours. During this time, respondents are invited to speak freely.

Focus group leaders or moderators are trained to make all group members feel comfortable and relaxed in order to gain maximum response and truthful discussion.

It is recommended that each focus group member be given an incentive to take part in the group, either a cash gift or charitable donation.

The focus group session will produce visual footage, from a static camera. Each hour of footage produces an average of eight hours transcription. Our focus group transcription will record direct quotes, phrases and even facial expressions.

The focus group report will be presented alongside the original footage, answering your research questions.

In the event that you are considering focus group research then please do not hesitate to call us to discuss your needs or to request a quotation.