Focus groups (also called group discussions) are a great way of uncovering a complete picture of consumer behaviour. They remain our preferred methodology for arriving at a deep insight into why people do what they do.
Whilst we spend some time exploring what people do/think/believe, the real purpose is ultimately to understand why. Because when you know why people do what they do – buy a brand, use a product, hold a point of view, then you can better influence them. Ultimately the point of most groups (and research studies for that matter) is to influence their behaviour – to buy a product, to desire a brand, to recommend a store.
What you don’t want to use focus groups for is to simply conduct market research to get a description of how many people do/buy/believe – that’s where we use surveys.
Contrary to popular opinion or as the name ‘focus’ might suggest, groups are about uncovering the range of different opinions, experiences behaviours of the target audience. It’s not about arriving at a single concensus. Running a group is a small part of the service, the real value comes in interpreting the findings and putting these differences into a framework that makes sense. Read through the attributes to understand what’s provided in our service.
Most qualitative studies are based on 4 or more groups.