Focus group discussion is stiil the most popular and most often applied qualitative method. It generally runs with 6-8 respondents, lasts 1,5-2 hours and conducted by a moderator. It is worth to concentrate on the most relevant, homogenious target group therefore the respondents in a group should be recruited of similar age and preferences.
In most cases the group discussions take place in one-way mirror studios, where our Clients are able to gain insights in consumers’ thinking and attitudes, and to observe how do people talk about their products and brands.
Focus group discussion is the most proper research method for concept, communication and creative tests, for investigating questions on branding, segmentation and brand dynamics.