Focus groups - in-depth insight into consumers' thoughts and opinions

Focus groups are the bedrock of qualitative market research and are one of the most widely used and recognized methods. The method involves gathering a group of people to discuss a specific topic under the guidance of a neutral moderator.

Why use focus groups?

Focus groups are a valuable tool for gaining a deeper understanding of consumers’ perspectives: thoughts, opinions, feelings, attitudes and experiences. The method provides an opportunity to explore complex issues, generate new ideas or uncover nuances and connections that would otherwise be difficult to spot. In addition, focus groups are a cost-effective and time-saving way to collect data from multiple participants at the same time.

A focus group typically brings together 6-8 participants, who are selected on the basis of certain criteria relevant to the research question. The moderator plays a key role in guiding the conversation, asking questions and encouraging participants to share their perspectives. The aim is to create an open and relaxed atmosphere, where participants feel comfortable expressing themselves.

Benefits of focus groups

Deeper insight into consumers’ thoughts, opinions and attitudes.
Opportunity to explore complex issues
Is a cost-effective and time-saving method
Generating new ideas and perspectives
The group dynamic creates an interactive setting where participants can build on each other’s thoughts, opinions and experiences
Provides proximity to customers and markets: The client has the opportunity to observe the conversations in real time.

Different types of focus groups

There are different types of focus groups, adapted to different needs and objectives. Some common types are:

Online groups: Conducted digitally where participants join from home via PC or mobile. A method that had its big breakthrough during the pandemic.
Friendship groups: Conducted in participants’ homes, which can create a more relaxed, informal and natural atmosphere.
Mini-groups: Are conversations with fewer participants where you go more in-depth on selected topics.
Resource groups: Consists of participants with special expertise or experience in the relevant topic.
Panoramic groups: A larger group of participants providing a wider range of opinions and perspectives.

Conducting focus groups

A successful focus group requires careful planning and execution. Here are some tips:

Define clearobjectives: All successful studies start with clear objectives. It’s important to be clear from the start what the core need for the study is.
Recruitment of participants: Clarity in relation to which customer groups you want to talk to. Are they potential, new, old, active, passive or defined based on the use of the product/service.
Prepare a conversation guide: A key tool is a structured conversation guide that also allows for adjustments and improvisation along the way. Conversation guides are structured according to areas/sections – and timed so that you reach the goal at the agreed time.
Moderation: A skilled moderator is essential to ensure a good and productive discussion. A good moderator establishes a good atmosphere, builds trust, stimulates “everyone” to participate and steers the discussion towards the defined goals of the study.
Analysis: Analyze the data from the focus group to identify key findings and insights.

Focus groups in practice:
Testing an advertising campaign for Coop Prix

In a recent study, we conducted focus groups to test a new TV ad for Coop Prix. Participants provided valuable feedback on messaging, credibility and recognition, which led to adjustments in the campaign’s design before launch.