Focus Groups

focus group consulting

Why use focus groups?

  • Gain information on how groups of stakeholders think and feel about your services or brand—all in their own words.
  • Explore the background context behind what people think and feel to “walk in their shoes.”
  • Test marketing concepts or new service offerings before rollout.
  • Uncover hidden issues affecting stakeholder satisfaction.
  • Check your assumptions about how people respond to messages or products in your industry.
  • Identify new services, refine developing products, or tap new markets by brainstorming with your constituents.
  • Pre-test messaging or products concepts.
  • Gather stakeholder-generated language, concepts, and questions that can help build effective quantitative surveys.

Common questions about focus groups:

  • How many focus groups should we have?
  • How many participants should we include in each group?
  • How do we recruit for focus groups?
  • Who should we recruit?
  • What questions should we ask to gain the insights we need?
  • How should those questions be phrased?
  • What if the people we’d like to learn from are geographically diverse?
  • How should we handle any existing privacy concerns?
  • Should we reveal our brand as sponsoring the study, or should we keep the sponsorship anonymous?
  • Could our questions be addressed more effectively with in-depth interviews compared to focus group discussions?

How we can help:

We can guide you throughout the planning process, implement objective data collection, make recommendations based on the data collected, and consult with you on implementing action steps. Percept Research consultants provide:


  • Needs assessment to define clear research goals.
  • Research design aimed toward gathering specific, relevant, and attainable data.
  • Recruitment consulting to define sample populations and identify qualified participants.
  • Discussion guide development to stimulate conversation while collecting specific, relevant input.

Research implementation

  • Objective group moderation to eliminate bias, and ensure all viewpoints are heard and registered.
  • Interpersonal skills that create a neutral, relaxed, conversational atmosphere that encourages participants to speak freely.
  • Group dynamics management so the group is not dominated by any one person’s input or opinion.
  • Discussion generation and management that encourages interactions among various role-players (e.g., innovators, early adopters, laggards, etc.) to learn how they may influence one another.


  • Data integration with secondary resources to frame participants’ comments specifically within the context of your program and industry.
  • Data analysis, interpretation, and presentation that speaks directly to your program objectives.


  • Actionable recommendations based on data collected.
  • Guidance on action items implementation and best practices.