Focus groups

A focus group is a form of primary market research: a selected group of people who meet to discuss a particular topic so their behaviour and ideas can inform or improve a product or research. The people are chosen because they match the customers a business wants to reach, and a facilitator leads the discussion and keeps it on track.

For example, a youth volunteering charity that wants more 14 to 16 year olds to help out could invite eight teenage volunteers to discuss why they joined and what nearly put them off. The facilitator might ask how they first heard about the charity and which parts of the application form were confusing. Because the group talks together, one person's comment can spark ideas from others that a written answer would never capture.

Advantages

• Deeper insight into opinions, because people explain what they think rather than just ticking a box.
• Debate lets different views be heard, so the business sees where customers disagree.
• The facilitator can explain a confusing question and ask follow-up questions straight away.
• Participants can be targeted, so everyone invited is part of the market the business cares about.
• A variety of people come together, and the facilitator can read body language as well as words.
• Information is up to date, reflecting what customers think right now.

Disadvantages

• Organising is difficult, time-consuming and expensive: a venue, a skilled facilitator and a reward for participants all cost money, and finding a time everyone can attend is a struggle.
• Only a small number of participants take part, so their views may not represent the wider market.
• Some members may not contribute fairly or honestly: a loud person can dominate, and a quiet one may just agree with the group instead of saying what they think.
• The facilitator may direct the conversation with leading questions, which can steer answers towards the result they hoped for.

Focus groups are not cheap or quick, but they are strong where a business needs opinions explained in detail rather than counted. Choosing a research method explains how to weigh them up against other methods.