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Focus group marketing research
Back to glossary
Focus group marketing research
Typically 6–8 members of the same profile are recruited into focus groups in marketing research, and are then encouraged to discuss a specific subject. The focus groups tend to last for between one and two hours, allowing enough time for valuable insight to the gained from the intensive discussion.
The group is led by a moderator whose job it is to guide the group through the discussion, ensuring it remains on topic and relevant. The moderator will use a discussion guide to aid his/her work, but is free to allow the group discussion to lead down interesting avenues that were not previously predicted. Often, stimuli are used in marketing research focus groups in order to prompt greater input from the participants, and can be used to see their responses to particular ideas such as new products, schemes or advertisements.
Focus group marketing research is an excellent way to gain an in-depth insight into the emotional motives of particular groups. This can then be used on its own, or combined with quantitative data to provide clients with great insight to determine their strategy.
Focus group marketing research can be potentially more valuable than individual interviews, as the group interaction can provide a unique dynamism to the discussion, and allow for greater clarification of the respondents’ views. However, it may be difficult to solicit responses in a focus group setting if the research is about a particularly personal, or potentially embarrassing topic, for instance.
Sometime deliberative groups are conducted instead of traditional focus groups.
We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.
From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.
Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.
We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.
From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.
Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.
Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.
Contact us
Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.
Contact us 
