When to use a focus group
Use groups to explore: how people talk about a category, what they like and dislike about concepts, why they chose or left a brand, and what words to use in a questionnaire or advert. Do not use them to measure how many people think something. That is what a survey is for.
Plan the groups
Decide who you need to hear from and keep each group similar in the ways that matter, for example age, gender, region or whether they use your product. People talk more freely with others like them. Plan more than one group per audience so one strong voice does not decide the story.
Groups usually have six to eight people. Smaller groups give everyone time to speak. Larger groups get crowded.
Recruit with a screener
Write a short screener that checks age, location, product use and that the person does not work in marketing, research or for your competitors. Recruit a few more people than you need, because some will not attend. Confirm by phone the day before.
Write the discussion guide
A guide is an outline, not a script. A good one starts with a warm-up, moves from general topics to your specific questions, shows any concept or material, and ends with a summary and a final thought from each person. Keep to open questions that start with how, why or what, and avoid questions that suggest an answer.
Choose how to run it
In person groups work well when you have a venue and a local moderator. Remote groups by video call, voice call or messaging work well for reaching people in different places and keep costs down. For messaging groups, keep them small, set a time window and use a moderator who writes clearly and replies fast.
Consent, incentives and recording
Tell people why you are doing the group, how long it will take, that they can leave at any time, and how recordings and notes will be used. Get their agreement before you record. Pay a fair incentive, such as airtime or cash, after the session.
Analyse and report
Read or listen to every group. Group comments into themes, and show quotes that illustrate each theme. Say how many groups and people took part, and how they were chosen, so readers know what the findings can and cannot show. Do not turn themes into percentages.
Planning a study? Use the scoping tool, get a free survey template, or check numbers with the sample size calculator.
Frequently asked questions
How many focus groups do I need?
Usually at least two groups for each audience you care about, and more if you want to compare regions or customer types. Stop when new groups stop giving new ideas.
Can focus groups be run online or by phone?
Yes. Video, voice and messaging groups work well when people are in different places. Keep the groups small and use an experienced moderator.
Can I use focus groups to get numbers?
No. They explain how people think, not how many think it. Use a survey to measure.
Who should moderate?
A trained moderator who speaks the participants' language and does not have a stake in the answers. They should be neutral and curious.
Can you run groups for me?
We can scope and run groups and report what you learn. Tell us the audience, country and what you need to decide.