Focus groups (FGI) for product and brand decisions
A focus group is a moderated discussion with 5–8 people from your target group that lasts about 90 minutes. It shows why customers buy or do not buy, the words they use about a product and how they react to a concept or a message. We handle recruitment, the studio, moderation and the report.
We show client names and logos only with their direct consent. Most of our projects are covered by a confidentiality clause.
What is a focus group?
A focus group interview (FGI) is qualitative research. A moderator leads the conversation from a discussion guide, and participants talk to each other instead of only answering questions. This brings out motivations, doubts and associations that a survey will not show.
A focus group does not measure how many customers think a certain way. It tells you why they think it. That is why we often combine focus groups with a survey: the groups help write the right questions, then the survey checks how widespread the views are.
When are focus groups worth doing?
What a focus group project includes
Discussion guide
We write it around the research goal and agree it with you. For international projects it can be prepared in two languages.
Recruitment
MarketHub recruits participants against agreed criteria, such as age, category use or the brand they buy.
Group design
We split the groups to compare, for example, your customers with competitors' customers or big-city with small-town residents.
Studio and viewing
A focus studio with a viewing room. You and your team can follow the discussion live.
Moderation
The moderator leads the conversation, keeps it on topic and makes sure every participant speaks.
Tests and tastings
A group can see a prototype or packaging, or take part in a product tasting.
Scale and timing
Typical parameters of focus group projects.
Focus group examples
Group discussions we have designed for clients.
Product tasting and rating
Groups with category consumers on the taste, packaging, price and drinking occasions of a new beverage.
Input for a research project
Discussions with parents for a research team that needed qualitative data for its project.
Choice of transport
Conversations with travellers about what drives their choice of transport and how they rate the current offer.
What you get
When the module is part of an in-depth market analysis, industry, scientific and business experts also comment on the results.
Frequently asked questions about focus groups
How many people take part in a focus group?
Usually 5–8. A smaller group makes discussion harder, and in a larger one not everyone gets to speak.
How many focus groups do I need?
It depends on how many segments you want to compare. Typical projects have 6 groups in one city or 12 groups in two cities.
How long does a focus group study take?
One discussion lasts about 90 minutes. A project with 12 groups, from discussion guide to report, usually takes 4–6 weeks.
How is a focus group different from an in-depth interview?
In a focus group participants talk as a group, which works well for consumer topics and concept tests. An individual interview works better in B2B, for sensitive topics and when the people you need are experts or decision makers. See expert interviews.
Can I watch the discussion?
Yes. The studio has a viewing room where you can watch the group live.
Who recruits the participants?
MarketHub. We select participants against criteria agreed with you before the project starts.
Request a quote
Request a quote: Focus groups
We send the scope, timeline and price within 72 hours of your enquiry.
Related: In-depth market analysis · Case studies · Market entry analysis
Other modules: Surveys: CAWI and CATI · Expert interviews · Demand model in Excel · Strategy workshop · Competitive intelligence