A focus group is a discussion about a particular topic among a small group of people led by a moderator. The role of the moderator is not to lead or direct the group discussion, but rather to keep it focused on the topic of interest. The participants have some common characteristics that relate to the topic discussed in the group.

The discussion averages two hours in length and is typically held at a special focus group facility with a one-way mirror, but may also be conducted at trade shows or a client’s office.

Like any research methodology, there are advantages and disadvantages to conducting focus groups. We always review these issues with you to determine if a focus group is the right methodology for your project.

Advantages Opportunity to see the customer Timing Flexibility

Disadvantages Not conclusive Artificial setting

We work closely with our clients to go over many aspects of the focus group. Some issues to think about are:

	Geographic location
	Group size
	Group composition
	Discussion guide (group exercises and activities)
	Number of sessions
	Incentive for participants