Focus Groups & Research Workshops
One of the main benefits of focus groups is that they offer an in-depth understanding of a target audience. This enables you to uncover needs, attitudes and beliefs that other market research methods cannot replicate.
How it Works
Identify The Target Audience
If you do not already have a clear idea of the age, gender, income and location demographics required for your project, we can help you narrow down the details.
Subject Discussion Guide
The knowledge from focus groups is only as good as the questions we ask. With focus groups, less is more. It may be tempting to hit your participants with a litany of questions, but focus groups are not in-person questionnaires. We help you craft a subject discussion guide for natural flowing conversations that puts people at ease, yielding deep, honest answers.
Planning and Execution
Research best practices recommend a group size of 6 to 8 participants in a focus group. We have found this number to be large enough for a variety of experiences and small enough that people share informative details. We record video, audio and transcripts of the session.
In-Home Visits and In-Store Observations
To bolster and contextualize responses from focus groups, we gain supporting data through home visits and store observations. These tools enable us to see how our target audience engages our category while identifying additional factors that might influence their interactions with products and services.
Parse, Analyze and Categorize
We go through every transcribed quote, line by line, identifying key phrases, triggers, occasions and flagship experiences. From audio and videos, we listen to tone and body language respectively for unspoken sentiments that matter. For home visits and store observations, we analyze items considered and bought; the sizes, quantities, brands, and any other specific requests by the buyers.