Market research focus groups

Whether you're developing a new product, refining your messaging, or exploring emerging trends, focus groups offer a dynamic way to hear directly from your audience in their own words.  

Group settings are ideal for highlighting a range of behaviours and points of view between people and allow participants to build on each other’s views, attitudes, thoughts and feelings. They allow us to test and generate new ideas and offer a great setting for exploring stimuli such as advertising concepts, packaging, products and communications.

Our tailored approach to focus groups

1. Choosing the right method: Once we have established that groups are the right method for your project, we will recommend either online groups or in-person groups. This will depend on the project objectives as well as budget, timescales and audience. For example, in-person groups are crucial for testing physical product but online groups remove geographical barriers and can be more convenient for participants. We will also consider the ideal number of participants, duration and which engaging projective and enabling techniques will help us get the most out of each session. 
2. Recruiting the right people: Our in-house team will carefully recruit participants who match the desired criteria, whether that is based on demographics, behaviours, or attitudes.
3. Thoughtful moderation: Our experienced moderators know how to ask the right questions, create a safe space for honest discussion, and keep conversations on track. We use projective and enabling techniques to push past ‘top of mind’ spontaneous responses and reveal how people really feel.
4. Actionable insight: We don’t just report what people said in a focus group. We systematically review transcripts and recordings to identify recurring themes, patterns, and divergences in opinion. We look through a behavioural science lens and we uncover the insight that informs strategic decision-making. We then create engaging, visual reports using rich qualitative data such as video, audio, quotes and case studies to bring the findings to life, along with our carefully considered recommendations.