Research Methods
Focus Groups
A focus group is a form of qualitative research in which a group of people participate in a discussion about their perceptions, opinions, beliefs, and attitudes towards a specific topic in a Gesell chamber (one-way mirror room) according to a pre-approved script.

Business Analytica offers a range of focus groups:

  • Standard-size focus groups (8 members; 2-2.5 hours) are used for most of research objectives like learning the target audience life style, testing of a product/service concept, testing of an advertising concept, studying consumer behavior and many other tasks.
  • Extended focus groups (2.5 - 5 hours) are used to gather data on a range of issues, for instance on consumer motivation or barriers against studied products or goods.
  • Mini focus groups (4-6 members) are used when more detailed data is required.
  • Creative groups are used to look for insights to develop market positioning, advertising concepts, etc.
  • Dueling focus groups include members of opposite views. This is a very effective tool to overcome stereotypes.
  • Dual moderator focus groups help to capture the subtle group dynamic currents to reveal “hidden” beliefs or feelings.
  • Peer groups or Friendly groups. As all members of the group know each other the atmosphere is much more relaxed and the group discussion can deliver interesting and sometimes unexpected results as respondents know each other so well and could contribute to each other’s comments or share common user experiences, etc.
  • Consumer Shoes. This is a fascinating research technique based on role playing when two focus groups run one after the other. Respondents in the first focus group are members of the client’s team, meanwhile the second focus group includes members of the target audience. This is the best natural way to prove/disprove the existing hypotheses and prepare for the follow-on creative work.
  • Focus group with prior homework. This technique gives consumers a profound background for the studied topic helping them to give more detailed and interesting answers. Homework provides a lot of data for research, it helps to have a deeper understanding of the target audience needs towards the studied products and brands.