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RESEARCH > Focus Groups
Focus groups give you a feel for people’s attitudes and impressions.
Focus groups are typically a collection of 10-12 people, seated around a table and discussing a topic under the guidance of a focus group leader. When the sessions are held in a focus group facility the people funding the study can sit behind one way glass to watch the interaction. The data give you a qualitative sense of how your potential audience views the product or service they discussed. Focus groups can help you decide whether or not to open a new office, expand a service area, introduce something new, etc.
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For example -
A law firm wanted to introduce a web product to clients. They thought they knew what was wanted and needed. Focus group participants did not feel it was needed, and if it was, they wanted additional features. Result: the law firm shelved the idea.
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