Methods:
Focus groups
a.k.a. group discussions or research workshops
Why focus groups still matter
Focus groups might seem a little old school or a throwback to a bygone age, but they have not gone anywhere, and they are as important now as ever before, if not more so. We have all spent our lives consuming, drinking, watching, reading, wearing (etc.) products that have been honed using the good old focus group. While some have moved online in recent years, the focus group is alive and kicking, particularly in the trade sector.
These sessions are particularly well suited to the creative development process (e.g. developing and testing new ideas and products), as they allow participants to share their ideas and experiences, leading to more informed, innovative and developed feedback.
Capturing perceptions
We have used Focus Groups in numerous situations with our clients. For example, we have used them to capture the perceptions and opinions towards a brand, set of creatives or a new product; explored customer service and experiences; evaluated advertising and marketing communications; compared a clients’ idea to competitor offers and used this approach to bring to life customer segmentations developed through one of our bespoke statistical segmentations.
Delving deeper
Whilst within a Focus Group discussion, participants are typically homogenous, across the decades we have convened sessions with all sorts of people including both consumer and professional audiences.
Focus Group market research is often used in tandem with a quantitative approach. They can be used as a precursor to inform questionnaire development. Alternatively, they can be used afterwards to delve into certain areas of interest or to bring pen profiles, personas and segments to life.
Types of focus groups
Standard focus groups
The classic format: a moderated group discussion designed to explore attitudes, reactions and behaviours in depth. Ideal for testing concepts, communications or understanding perceptions in a structured but flexible setting.
Extended focus groups
Longer sessions or multi-phase workshops that allow participants more time to reflect, debate and build ideas. Particularly useful for complex topics, strategic exploration or iterative development.
Online focus groups
Conducted via video or dedicated platforms, these groups offer flexibility and reach without compromising depth. They’re well suited to geographically dispersed audiences and can incorporate a wide range of stimulus materials.
Virtual focus groups
Immersive sessions using avatars or enhanced digital environments to encourage engagement and openness. Useful when anonymity, creativity or experimentation is important to the research.
Reconvened focus groups
The same participants are brought back together over multiple sessions to track evolving views or reactions. Ideal for exploring change over time or refining ideas in stages.
Mini focus groups
Smaller groups that allow for more intimate, detailed discussions. Perfect when the subject matter is complex, sensitive or requires input from niche audiences.
Co-creation focus groups
Collaborative sessions where participants actively help shape ideas, products or communications. Designed to spark creativity and generate practical, actionable outputs.
Informal focus groups
Quick, flexible discussions run via channels like SMS or WhatsApp. Great for capturing in-the-moment feedback, ongoing input or more natural, conversational responses.
The Eureka! approach
Once the project objectives and target audiences have been agreed, we progress through these key stages.
Recruitment of target
We write a recruitment questionnaire (or screener) to ensure the target audience matches the research requirement. This is typically a survey of 6 to 10 questions that we use to screen potential participants (for example) by job role, age, work focus, seniority, income, awareness or usage of a brand or product, etc. We are experts at convening groups with harder to reach audiences such as tradespeople.
Topic guide
The session itself is usually framed by a topic or discussion guide that captures the key elements that need to be covered. We would agree the contents of this with the client, well in advance of the sessions. Discussions are not visibly scripted however and are free flowing allowing participants to bring their own thoughts, ideas, and questions to each discussion and for us as moderators to alter the flow of the session as we see fit. We encourage our clients to view all of their focus group discussions, there’s nothing quite like being there! Our software also allows clients to view discreetly in an online environment.
Focus group sessions
In the main, we aim to keep these informal to ensure participants are relaxed and in familiar surroundings. While groups can be convened in more formal surroundings such as viewing facilities, we are more often found in more natural surroundings such as a pub or hotel function room, community, or school hall. Exercises and engaging tasks are typically included within the sessions e.g. group, paired or individual to keep energy levels high and seek to look at scenarios through a different lens. The typical session lasts for around 90 minutes.
Reporting
We will develop a report following the sessions, varying from a top-line summary to a fully detailed output (dependent on client requirements). This is often supplemented with audio recordings and video as required.
Indra
Qualitative research with EV owners and prospects provided Indra with actionable insights to refine the design and development of their next-generation smart EV chargers.
Dulux Trade
We regularly measure brand health sentiment and test marketing collateral with trade professionals such as painters and decorators across the AkzoNobel business.
Need help choosing the right approach?
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