Focus groups are moderated group discussions. Their aim is to provide insight into the thoughts and experiences of consumers or generate entirely new or in-depth findings into, for example, attitudes and motives that often would not be brought to light by surveys. By supporting group dynamics, a wide range of opinions can be gathered, the opinion-forming process can be experienced live and unknown connections and unexplored trends can be worked out.
We advise and support our clients in selecting and addressing the relevant target groups, create custom-made discussion guidelines and moderate the focus groups with our wealth of experience in qualitative data collection. We handle data protection and evaluation and formulate specific recommendations for action.