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Focus Groups

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Focus Groups

Focus groups bring together a group of respondents (normally 8 - 10) who are then encouraged to discuss and debate a specific topic. Often, stimuli are used to engender greater input or to gauge reactions to potential new products or proposals (i.e. advertisements). Focus groups are led by a moderator, who often utilises a topic guide to ensure that the discussion remains relevant. However, a good moderator is able to allow the group to flow down unexpected but potentially interesting paths.

Focus groups are often utilised at the start of a project to discuss the wider issues which may then inform a quantitative stage of research. Alternatively, if a robust set of quantitative research results are gained, groups might be used to understand the emotional drivers behind these findings.

Market research focus groups are one of the qualitative techniques offered by DJS Research Ltd.

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