Focus Groups for Market Research

Focus Groups for Market Research

Whether you're developing a new product, refining your messaging, or exploring emerging trends, focus groups offer a dynamic way to hear directly from the people you want to reach in their own words.

Group settings are ideal for highlighting a variety of behaviours and points of view between people and allow participants to build on each other’s views, attitudes, views and feelings. They allow us to test and generate new ideas and offer a great setting for exploring stimuli including advertising concepts, packaging, products and communications.

Our tailored approach to focus groups

Choosing the right method: Once we have established that groups are the right method for your project, we will recommend either online groups or in-person groups. This will depend on the project objectives together with budget, timescales and audience. As an example, in-person groups are crucial for testing physical products, but online groups remove geographical barriers and can be more convenient for participants. We will also consider the ideal number of participants, duration and which engaging projective and enabling techniques will help us get the most out of each session.

Recruiting the appropriate participants: Our in-house team will carefully recruit participants who match the desired criteria, whether that is based on demographics, behaviours, or attitudes.

Thoughtful moderation: Our experienced moderators know how to ask the most relevant questions, create a safe space for honest discussion, and keep conversations on track. We use projective and enabling techniques to push past ‘top of mind’ spontaneous responses and reveal how people really feel.

Actionable insight: We don’t just report what people said in a focus group. We systematically review transcripts and recordings to identify recurring themes, patterns, and divergences in opinion. We look through a behavioural science lens and we uncover the insight that informs strategic making decisions. We then create engaging, visual reports using rich qualitative data, including video, audio, quotes and case studies to bring the findings to life, along with our carefully considered recommendations.

For more information on Focus Groups for Market Research talk to DJS Research Ltd