Focus groups enable participants to combine their experiences and viewpoints to explore ideas in depth. Commonly used in creative and concept development, they help you understand your customers’ needs, perceptions and beliefs.

A focus group usually consists of 6 to 10 participants and a moderator, and lasts between 60 and 180 minutes. The moderator is there to keep the discussion on track, encourage participants to explore ideas and spark interaction. Focus groups provide immediate and rich feedback on topics such as the design, packaging, pricing and messaging of any product or service. They can also be used to undertake creative tasks, with each participant able to draw on the contributions of others.

Focus groups can be organized face-to-face or online. Focus groups can be organized to take place either in person or online, ensuring flexibility and accessibility for participants located in different cities or even across multiple countries.

The advantage of in-person focus groups is that our skilled moderators can read nonverbal cues and body language to better understand participants’ sentiments. Clients can observe the study through a live video feed or from behind a one-way mirror during in-person focus groups, which often take place in a special market research room. Meenthe has established partnerships with providers of many such focus group rooms worldwide, and we are pleased to advise our clients on the best locations for their projects.