Jobs hier
Printer-friendly versionSend to friend

Focus Groups

Focus Groups

Be present during the opinion forming process and gain insights into supra-individual attitudes which are shared socially

What is a focus group?

In a focus group 6 to 10 people led by a moderator discuss a defined theme. The basis of the discussion is a guideline drawn up in close cooperation with the client. The group is compiled in accordance with previously defined criteria – the people either have interests in common or possess other shared characteristics which are of relevance for the subject of the survey.
The focus group is transmitted by video to a neighbouring room or can be watched through a one-way mirror.
For the evaluation either the minutes which are compiled during the discussion or the detailed transcription of the audio recording undergo qualitative content analysis.

What are the advantages of focus groups?

Focus groups are

  • efficient: you get "lots of opinions all in one go"
  • flexible in terms of the method used: a variety of methods can be used depending on the aim of the study
  • encourage group dynamics: the small group shows the social influence on opinions and reveals the mechanisms at play in the opinion forming process which takes place every day
  • creative: the exchange with the other participants stimulates a snowball effect and encourages the production of ideas
  • "close enough to touch": as an observer, the client can experience the customers directly, which means he can get a livelier picture of their needs and reconstruct the results more easily later

Where are focus groups used?

Tasks of the “searching type” where as many different solutions as possible for a problem or a large number of new ideas have to be found or a lot of different ideas have to be brought together

  • Product concept tests
  • Advertising pre-tests
  • Trend research
  • As a qualitative pre-stage to quantitative studies


Read more about our focus group room: