Focus Groups
What is a focus group?
A focus group is a discussion with a group of people, normally eight to ten, who share something in common. The commonality is often that they are all existing or potential customers of the organisation that has requested the focus groups.
How do focus groups work?
The focus group facilitator will encourage the participants to discuss their experiences and opinions on a range of subjects that are predefined in a discussion guide. The participants will then discuss these matters between each other, providing a far greater insight than a typical questionnaire or one-to-one interview.
The facilitator will then write up the findings from the focus group, with a focus on answering the questions set out in the objectives.
How will focus groups help you?
A focus group is a one-off interaction, giving fresh insight every time and is very effective when looking for consumer insight. We use focus groups regularly to learn about customers' needs and expectations, to ensure new services are planned with the user at their centre.
Other benefits of focus groups include:
- Quick turnaround - focus groups can be planned and delivered in a short space of time
- Stimulate new ideas - listening to a group of customers talk about your business provides unique insights and helps uncover unsatisfied needs
- Better decision making - The insight provides the foundation for project decisions that are based on the voice of the customer, rather than internal bias
- Flexible approach - Focus groups can take place face-to-face or on-line, catering for a wider audience
