Focus groups

"The whole is greater than the sum of the parts"

Focus groups are a useful qualitative market research technique for sharing and comparing views among the respondents. A group usually involves between eight to ten people. The conversation is structured around a discussion document or stimulus materials. Groups allow spontaneous and deep-seated feelings to surface naturally.

Groups can last from around one and a half to two hours. Respondents are recruited according to specific criteria. For great group work you need great moderators. It is their job to facilitate the discussion keeping it on track, encouraging all respondents to contribute their thoughts, feelings, and ideas.

    Illustration based on original artwork by
    Paul Edwards