Qualitative research in the form of focus groups offers primarily exploratory research. It’s a great tool to develop an understanding of the underlying reasons, opinions and motivations around a topic, product or subject matter.

The sample size is typically small, (6-8 participants), and recruited based on specific criteria matching your target audience or customer base.

Focus groups provide the opportunity to explore, discuss and expand upon responses about people’s feelings, perceptions and factors which influence decisions, both consciously and unconsciously.

An experienced S2 MRS qualified moderator will run the focus group sessions using a moderation guide to structure the flow of the conversation whilst providing room for open general discussion.

Focus groups allow us to explore opinions verbally, gathering both group consensus and individual opinions. It also provides the right forum or environment for the moderator to delve deeper into explanations and reasons where it’s relevant. 

Dependent on the nature of your research, we can show assets, product concepts, packaging and marketing campaign concepts gaining instantaneous feedback which can be fed back into development or marketing teams. This is ideal to gauge what resonates and connects with different audiences whether customers or prospects.

Benefits of Focus Groups

Direct interaction

Allows you to directly engage with your target audience, across different segments to give real insight confined into their opinions and motivations.

Body Language

Being able to see participants and monitor their body language and actions around topics can be invaluable and provide the ability to draw people out into conversation and topics to fully explore their thought process

Time & Cost

Focus groups provide the ability to conduct research as a group rather than individually as with face to face interviews or telephone interviews which can save time and provide quicker data research. 

Collaborative Insight

Discussing topics as a group can highlight or bring up considerations that individuals may not think about or explore independently. This can stimulate further conversation and cover new insights through organic discussion.

Moderator Led

Having a direct conversation with your potential customers around specific topics can provide a deeper sense of their needs and motivations than other forms of research. A moderator will help steer the conversation in order to ensure the sessions are as effective as possible and help stimulate and encourage further conversation around topics.

Wider range of opinions

Pre-recruitment of your participants enables you to choose the sample involved. Having a diverse audience can help to get a wide range of views, a targeted audience helps you to understand opinions on a specific group as with your research requirements.