Focusgroup

What is a focus group in market research?

Focus groups are used in market research to gather qualitative insights from a group of respondents. Through effective facilitation during the discussion, valuable insights such as underlying motivations, drivers, barriers, and perceptions are gathered. The underlying discussions and interactions between the various respondents yield different insights that would not come to light in a survey or interview.

For this reason, focus groups are often used in market research projects where qualitative input is sought, such as for concept development, drivers & barriers, usability & usage studies.

Focus groups in practice

A focus group is carefully prepared in advance by a qualitative researcher. A space is prepared where a good discussion can take place, a questionnaire is drawn up in the form of various discussion topics, a group of respondents is gathered, and the recording equipment is prepared and tested in advance.

In a session lasting usually 60 to 120 minutes, various topics are proposed, and the group is asked to engage in discussion. The accompanying qualitative researcher (also known as the moderator) ensures that everyone gets enough speaking time and that the group stays on topic. In addition, various additional visual or interactive tools can be used to enhance creativity, engagement, and efficiency, such as:

• Miro boards
• Visual assignments
• Mood boards
• Testing a product

Finally, after the research, all input is processed and analyses are made based on the data. In the form of a customized report, our Research Experts ensure that the client can efficiently get to work with the results.

Would you like to speak with a research specialist, without obligation?

We work with a team that specializes in qualitative research projects and focus groups for a diverse group of respondents. Curious about what we can do for your brand? Feel free to contact our Client Consultant Jeannetta, she will be happy to help you!