Focus groups
What exactly is a focus group?
Focus groups are small groups of consumers who meet to discuss a particular topic, issue, service or product. They do this under the guidance of a moderator.
How do you select the people in a focus group?
We carefully select respondents to make sure they are broadly typical of your target audience. Sometimes views are likely to diverge sharply between different demographics. Or perhaps long parts of the discussion would be irrelevant to some people. In that case, it can be more useful to conduct separate discussions with different gender, age or usage groups.
How long does a focus group last?
A typical focus group is between one and a half to two hours’ long.
What does the moderator do?
The moderator guides the discussion. They encourage everyone to give their views. They also promote an exchange of opinions between group members. Conversation is free-ranging. For the most part the participants lead the discussion rather than following a series of pre-determined questions.
Our moderators are skilled in drawing out people’s thoughts. Our staff also make sure they understand the issues before the focus group. This allows them to delve deeper in any points made should that be necessary.
Can focus groups be asked to look at example material?
Yes, focus groups are an excellent way to get feedback on new packaging, advertising or brochures. We encourage the use of this ‘stimulus material’ to promote discussion.
Can you set focus groups tasks to do?
Yes, we can set the group tasks. This often encourages them to discuss the issue amongst themselves and reach a consensus view. This is extremely useful in understanding reasons and the strength of feeling on a particular subject.
Can I observe the focus groups myself?
Yes, we can set up an observation area for clients. This is usually behind one way mirrors.
Do you record the focus groups?
Yes, we either use audio or video recordings to record the group discussion. This is essential when we produce the final report. Exact quotes from the participants can often express a viewpoint more powerfully than any summary.
Next steps
We have vast experience in moderating focus groups across many fields and sectors. To talk about how focus groups could help your business or organisation, call us on 0800 6523740, email us at [email protected], or fill in our enquiry form.
Our academic team at Northumbria have worked with PCP for seven years now, and I have always been thrilled with the service provided. What initially started as me requesting PCP to collect some data on my behalf has become a wider partnership which many academics take advantage of.
PCP have always been swift and reliable. Irrespective of the complexity of our requests these are handled with ease, providing credible data in good time and in a very accessible format. Their work has enabled multiple staff to achieve some very prestigious academic publications which is testimony to the rigour of PCP’s work. I would not hesitate to recommend them to any other academics looking for a cost-efficient means of accessing representative data.
Dr David Hart, Associate Professor in Marketing, Northumbria UniversityI’ve been using PCP for more than 15 years and have always been impressed by their professional service, attention to detail and flexibility. The team regularly goes out of their way to help meet tight deadlines and offer valuable advice.
Alistair Lockhart (Insight Director)Savvy, Leeds