Focus Groups

In Person Focus Groups

Method Description: A traditional focus group consists of 6-8 respondents and lasts for a period of 90-120 minutes. The dynamics of group interaction often uncover some previously unidentified issues related to the topic or generate ideas for new products, services, or solutions to problems.

Ideal Uses

  • Exploratory work (e.g., understanding a new customer segment, exploring a new category, discovering consumer language)
  • Concept development
  • Evaluating product prototypes that require handling, tasting, or physical interaction
  • Informing the development of a quantitative survey (e.g., language, topics), or as a follow-up to a quantitative survey to better understand reasons behind behaviors, perceptions, or opinion

Mini Focus Groups

Method Description: Mini-groups are used for the same purpose as focus groups, but generally consist of 4-6 respondents.

Ideal Uses

  • To provide each respondent with more “air time” to discuss a complex topic
  • To facilitate a more in-depth discussion and allow for sufficient time to explore and probe any relevant issues that may arise spontaneously during the discussion
  • To create a greater feeling of intimacy for a personal or sensitive topic
  • Because stimulus is limited, and the number of respondents needs to be restricted to what is available

The Doyle Difference

Moderating a focus group is easy. Moderating a focus group well is not. Our qualitative consultants have moderated thousands of focus groups across a breadth of categories with a variety of participant types. Here are some reasons why DRA offers superior focus group moderation:

  • Experience and Expertise: Our moderators are RIVA and CPSI-trained and have extensive experience.
  • We Have Ways of Making You Talk: Moderating is like conducting an orchestra. We work hard to ensure that every voice is heard. We ask questions that generate lively discussion. We shut down “squeaky wheel” respondents and, conversely, bring out quieter souls.
  • Bag of Tricks: We have a large toolbox of exercises and approaches that we use to get below the surface answers.   Projective exercises and creative techniques encourage fun, freedom, and thinking beyond the rational.

“(She) is an excellent moderator. She relates well to all types of participants/markets. She manages to get everyone to participate openly and adapts well to all situations.”