Client login

Surveys & Reports

Focus Groups

What is a Focus Groups?

Focus groups are primarily a non-numerical research method used to gather qualitative data by bringing together a small group of individuals who share common characteristics, beliefs or experiences. It serves as a structured discussion where participants can openly express their opinions, thoughts, and experiences on a specific topic of interest.

The purpose of focus groups are to explore a particular subject in-depth, understand concepts, gain insights into people’s perceptions, attitudes, and behaviours, and generate a rich understanding of their experiences related to the topic. By engaging participants in a group setting, focus groups aim to capture a diverse range of perspectives and encourage participants to build upon each other’s ideas.

Typically, a trained newfocus moderator facilitates the focus group session, guiding the discussion and ensuring that all participants have an opportunity to contribute. The moderator follows a predetermined set of questions or discussion topics while also allowing for spontaneous conversation and follow-up questions. Focus groups can be conducted in a natural setting or behind a mirror in a purpose designed focus room.

The participants in a focus group are selected based on specific criteria relevant to the research objectives. They may be chosen to represent a particular demographic, such as age, gender, occupation, or shared experiences related to the topic, or a specific target audience important to the client. The group composition should foster a comfortable environment where participants feel free to share their thoughts openly.

focus groups
Focus groups

What are the main benefits?

  • Group Dynamics: Interaction among participants can spark new ideas and perspectives, leading to dynamic discussions that might not occur in one-on-one interviews.
  • In-Depth Exploration: Focus groups allow newfocus researchers to explore topics in greater depth compared to individual interviews, as participants can build on each other’s responses and provide additional insights.
  • Diverse Perspectives: With multiple participants from different backgrounds, focus groups offer a diverse range of perspectives, reflecting various consumer viewpoints.
  • Real-Time Feedback: newfocus Researchers can obtain immediate feedback on products, services, or concepts, allowing for quick adjustments and refinements during the research process.
  • Body Language and Nonverbal Cues: Observing participants’ body language and nonverbal cues can provide valuable context and add depth to their verbal responses, helping researchers understand participants’ true feelings and reactions.
  • Exploration of Group Norms: Focus groups can uncover group norms and social influences that shape consumer behaviours and preferences, providing valuable insights into collective decision-making processes.
  • Cost-Effective: Compared to individual interviews, focus groups are a more cost-effective way to gather insights from multiple participants simultaneously.
  • Time Efficiency: Researchers can collect data from multiple participants in a single session, making the research process more time-efficient.
Get paid for your opinions!

For further information about our focus group facilities and hiring out the room; visit

Feel free to call 1800 807 535 to enquire.

A collaborative approach with Literally Brilliant to deliver evidence based brand strategies. Your brand is more than just your logo. Discover the narrative that surrounds your organisation. Give your brand an identity and connect with your customers.
We're on the hunt for a Market Researcher. Apply Now!