Focus Groups

Focus groups

Focus groups are small groups of consumers who meet to discuss a research topic under the guidance of a moderator.

Selection of respondents

Respondents are carefully selected to ensure that they are broadly typical of the universe of interest to the project. If views are likely to diverge sharply between different types of respondent, or if long parts of the discussion would not be relevant to all respondents, it can often be useful to conduct separate discussions with different gender, age or usage groups. A typical focus group lasts between 1.5 and 2 hours.

The role of the moderator

The role of the moderator is to guide the discussion, draw out the views of all respondents and encourage the exchange of opinions between different members of the group. Discussion is free-ranging and led for the most part by the respondents themselves rather then following a series of pre-determined questions.

The moderator should be skilled at drawing out the views of the respondent and needs to understand the issues so that the points made can be probed further if necessary.

PCP’s vast experience in moderating both depth interviews and focus groups across a wide variety of product fields ensures that we are ideally placed to take on this role.

Use of stimulus material

Stimulus material such as new packaging or brochures can be useful to promote discussion or gain feedback on a new initiative.

Tasks which encourage respondents to discuss the issues amongst themselves and reach a consensus view can also be extremely useful in understanding reasons and the strength of feeling on the particular subject.

Observing and recording groups

An observation area, usually behind one way mirrors, can be used to allow clients to view groups and video and/or audio recordings are used to record the group discussion.

The recording is essential to allow the final report to illustrate the views expressed with verbatim quotations made by the respondents in the course of the discussion.

To explore further take a look at the Examples of Our Work.

If you would like to discuss your research needs please either Contact Us directly or complete the Enquiry Form and we will contact you.