Focus Insite

Focus groups are small groups of people, usually recruited by a nationwide recruitment agency, that are brought together to have conversations around a specific brand, product, or service. Focus groups are moderated by a trained interviewer who is experienced in managing group dynamics and probing participant responses to get a more nuanced understanding of what drives their behavior. Focus groups are most productive when they have between six to 12 participants. There are also “micro” focus groups that are composed of two or three people. These are known as dyads or triads. Qualitative research consultant are trained to understand how group dynamics may influence people’s choices or behavior, especially as it relates to market research. Group discussions often stimulate engaging and dynamic conversations. Such conversations often allow the moderator to discover, explore, and go in-depth on various topics and subject matters. This deep-dive into subjects helps con