A focus group is a market research method that brings together 6-10 people to provide feedback regarding a product, service, concept, or marketing campaign. Focus groups can take place virtually with an online panel, or in a group meeting environment.

Focus groups are valuable because they allow alternative ways of obtaining information from consumers without using surveys, which tend to only produce quantitative data. Focus groups utilize qualitative data collection methods. During the focus group the participants are able to interact, influence and be influenced, giving actionable insight into the participants knowledge of your brand, products, or services.

Focus groups have a distinct advantage over other types of market research because they are flexible by design. You can listen to someone’s tone and view their body language to better understand how they feel about a particular subject. An experienced moderator, who prepares well, will act as an intermediary for the decision-makers and take advantage of the ability to talk to customers directly.



The First Step

The first step to facilitating an effective focus group is to clearly define the purpose of the research. You need to identify what you want the discussion to accomplish and what demographic best supports that outcome. With a desired data outcome clearly defined, it’s much easier to choose participants that are qualified to take part in the focus group.



The Panel

The participants can be made up of your current customers or prospective customers who have made an enquiry but have never purchased. If you would like your target audience to consist of individuals who have no connection with your business, you will need to select a market research consultancy that has their own research panel. At My View Research we have a panel of over 700 participants who can take part in different research methods, based on the required participant demographic.

Focus Groups

Talk to one of our Research Consultants to find out how we can develop a bespoke Focus Group for your business and unlock valuable insight from your customers.