A Focus Group brings together a small group of participants to explore perceptions, needs and reactions to topics such as brands, experiences, categories, concepts and communication. It can be conducted in person (richer in non-verbal language), online (greater flexibility and geographical reach) or in mini-groups, which at QSP we refer to as Discussion Lab – a more intimate format, offering greater depth per participant and particularly well suited to sensitive topics or complex decision-making.
At QSP, we place strong emphasis on recruitment and screening (to ensure the right participant profile) and on experienced moderation, designed to capture nuances without biasing the discussion. The result is clear, actionable insights grounded in the participants’ real discourse.
WHEN TO USE
- Exploration of drivers, barriers and consumer language
- Reactions to creative concepts, campaigns, experiences and customer journeys
- Development of hypotheses and positioning territories
KEY BENEFITS
- Depth and spontaneity (the “why” behind choices)
- Generates ideas, nuances and tensions that are difficult to capture through questionnaires
- Discussion Lab increases individual participation and reduces “dominance effects”
- Online formats facilitate recruitment and reduce logistical costs
- Careful recruitment and expert moderation ensure quality and focus on objectives