Method · FG

Focus groups

Watching an opinion form when there is someone else in the room.

In person or online, focus groups are the qualitative technique companies request most before launching a product or a campaign. Their value is not only in what each participant says, but in what happens when they contradict each other: that is where the arguments people genuinely use to defend or dismiss a brand come out.

How it works

Recruitment uses a verified screener and quotas are closed by profile.

A moderator runs the session with a topic guide and stimulus material.

The client can observe live, on site or by stream.

Both the content and the dynamic are analysed: who convinces whom.

When to use it

Cases where it fits

To evaluate concepts, names, packaging or campaigns before investing.
To understand the real language people use to talk about the category.
When immediate reaction to a visual stimulus is needed.
As a step before a survey, to work out what to ask.

At a glance

Typical sample: 2 to 8 sessions, 6 to 10 participants each
Duration: 3 to 5 weeks, recruitment included
Coverage: On-site facility or online platform

What you get

Session recordings
Transcript and analysis by theme
Report with verbatims and a reading of the group dynamic
Recommendations on the material evaluated

Frequently asked questions

In person or online?

In person when the product has to be touched, tasted or smelled, and when the group dynamic itself is the object of study. Online when participants are spread across several cities or the profile is hard to move. What does not change is recruitment with a verified screener.

Let's talk about your project

Tell us what decision you are facing and we will tell you which study answers it.

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