Everything you need to know about focus groups.

Focus groups are a qualitative market research method involving a small, diverse group of participants brought together to discuss a particular topic, product, or service. Through facilitated discussion, they uncover deeper insights into consumer attitudes, opinions, behaviours, and emotional drivers—insights that are often missed in quantitative research.

Also referred to as ‘group interviews’ or ‘group discussions,’ focus groups are employed across industries—from market research and psychology to sociology and policy analysis. They help organisations understand how people think, feel, and make decisions in a social setting.

Brands use focus groups to better understand their target audiences—exploring consumer language, reactions, unmet needs, and how people respond to product positioning or messaging. The qualitative nature of focus groups allows for nuance that standardised surveys cannot capture.

Focus groups offer several key advantages. They enable researchers to explore not just what people say, but how they say it—capturing nonverbal cues, tone, and the dynamics between participants. When the research goal is exploratory or emotive, focus groups often yield richer insight than structured surveys or polls.

While focus groups are powerful tools, they’re not without limitations. Discussions can be influenced by dominant voices, moderator bias, or social desirability effects. And because the sample size is small, results are directional—not statistically representative.

“Focus groups are projected to represent 18% of the global qualitative research market by 2025, highlighting their ongoing importance in understanding consumer behaviour.”

Source: Statista Market Research Forecast.

The Origins of Focus Groups

First developed in the 1940s, focus groups were initially used to gauge public reactions to wartime messaging and consumer products. Since then, they’ve evolved into a staple of modern research, spanning industries from advertising and media to healthcare and policy.

TThe conceptual foundation of focus groups was laid by Paul Lazarsfeld and sociologist Robert K. Merton at the Bureau of Applied Social Research. Merton, often called the “father of focus groups,” coined the term to highlight both the collective nature of the session and the central focus of discussion.

One of the earliest documented focus groups was conducted during World War II to assess reactions to anti-Nazi radio broadcasts. As public sentiment was hesitant about entering the war, researchers invited participants to listen to recordings and register their reactions in real time—pressing buttons to indicate approval or disapproval.

The Mechanics of Running Focus Groups

Selecting focus groups as a research method requires a thoughtful approach—starting with a clear understanding of the target audience, the specific research objectives, and the available resources. These foundational decisions shape everything from recruitment criteria to how insights will be applied.

A well-crafted discussion guide is vital to making a focus group productive. It helps the moderator maintain structure while allowing the conversation to flow naturally. A skilled moderator will balance guidance with openness—ensuring rich discussion without leading participants.

A discussion guide is a structured outline of questions and prompts used by the moderator to steer the session while keeping it open and exploratory. It ensures key topics are addressed without turning the conversation into a rigid interview. Think of it as a flexible roadmap—designed to keep the discussion on course without stifling spontaneity.

Also, read “The importance and types of Research Design” here.

A typical discussion guide includes the following components:

Introduction – Briefs participants on the session’s purpose and sets expectations.
Objectives – Clarifies the key goals that the discussion should uncover.
Open-ended Questions – Encourages free-form responses and deeper insights, forming the core of the discussion.
Probes – Follow-ups or clarifiers used to dig deeper into specific statements or ideas.
Group Activities – Exercises that spark creativity, collaboration, or prioritisation.
Closing Discussion – Summarises key points and invites final reflections or overlooked insights.

Most focus groups involve 6 to 10 participants in a guided discussion led by a trained moderator. Participants are selected to reflect the target audience for a specific product, service, or concept. Sessions typically last between 60 and 120 minutes, with participants compensated—often with cash or a gift voucher—for their time and contributions.

Confidentiality is a cornerstone of focus group research. Brands typically ask participants to sign non-disclosure agreements (NDAs) and ensure discussions are held in private, secure environments. This builds trust and encourages more open, candid feedback.

Grouping participants by key demographics—such as age, income, education, or gender—is common practice in focus group research. These categories often shape how people interpret products, services, or messages. Segmenting by demographics allows researchers to draw clearer insights into how different groups think, feel, and behave.

In some cases, grouping by usage behaviour or product experience may be more relevant than demographics. For example, segmenting by first-time users versus regular users can reveal different attitudes. If the study already targets a specific demographic, further segmentation may not be necessary.

Ultimately, participant grouping should align with the research question and study objectives. Researchers must determine which variables—be it demographics, usage, or attitudes—will generate the most actionable insights.

Focus groups are often held in dedicated research facilities or rented venues tailored for qualitative sessions. These spaces are designed to offer a professional yet comfortable environment, equipped with everything needed to ensure the session runs smoothly—from recording technology to observation rooms.

Characteristics of a professional focus group facility often include:

Privacy – Soundproofing and restricted access to ensure confidential discussion.
Comfort – Ergonomic seating and ambient lighting to help participants feel at ease.
Technology – Tools for audio/video recording, live streaming, and presentations.
Observation Room – One-way mirrors or video feeds for unobtrusive client and researcher viewing.
Breakout Rooms – Spaces for smaller group sessions or follow-up interviews.
Control Room – A hub for managing recordings and technical aspects.
Reception Area – Where participants are welcomed, briefed, and prepared.
Catering – Light refreshments to maintain energy and foster a relaxed setting.

A standard focus group agenda might include:

Introduction – Moderator welcomes participants and outlines the purpose of the session.
Icebreaker – A light activity to build rapport and reduce social tension.
Participant Background – Gathering demographic or contextual details to support segmentation.
Core Discussion Topics – Open-ended questions aligned with research goals.
Group Activities – Brainstorming, ranking exercises, or concept testing.
Break – A short intermission, especially for sessions longer than 90 minutes.
Closing Discussion – Recap of key points and space for final reflections.
Wrap-Up – Moderator thanks participants, explains next steps, and discusses compensation.

Every agenda should be tailored to the session’s objectives, research questions, and timing. Depending on the brief, it may also include product testing, creative mock-ups, or ad concept reviews to prompt participant reactions.

Sample questions used in focus groups might include:

“What are your first impressions of this product or service?”

“What would motivate or prevent you from choosing it?”

“How does this compare to other options you’ve used or seen?”

These open-ended prompts are designed to surface honest opinions, reveal trade-offs, and expose emotional responses—insight that can guide messaging, design, and strategy.

Focus groups continue to be one of the most popular qualitative research methods, with over 75% of market research professionals stating they have used them in the last year.”

Source: GreenBook Research Industry Trends (GRIT) Report.

The Role of a Focus Group Moderator

A skilled moderator is critical to the success of a focus group. Their role is to create an open, focused environment that encourages diverse perspectives. Key responsibilities include:

Keeping the conversation aligned with research objectives
Ensuring all participants have the opportunity to speak
Maintaining a respectful and balanced dynamic within the group

Moderators often come from backgrounds in marketing, sociology, psychology, or behavioural sciences. While educational requirements vary by industry, a bachelor’s degree in a related field is typically preferred—along with hands-on experience in research. A strong foundation in qualitative methods and data analysis is essential, especially when the moderator is involved in reporting or synthesis.

Beyond qualifications, the most effective moderators possess strong communication skills, empathy, and the ability to read group dynamics in real time. They must lead discussions with confidence—guiding without influencing—and adapt when conversations veer off track or become dominated by one voice.

Working with an experienced moderator is strongly recommended. Brands can engage focus group specialists through research consultancies like Kadence International, which offer both moderation and end-to-end project delivery. Alternatively, independent moderators can be sourced via professional networks, provided their expertise aligns with the research brief.

What are the Benefits of Focus Group Research?

Focus groups offer several compelling advantages for brands and researchers alike:

Rich insights – Participants share detailed views, stories, and emotional responses that quantitative surveys may miss.
Dynamic interaction – The group setting enables participants to challenge, build upon, or clarify one another’s thoughts, often leading to unexpected insights.
Adaptability – Focus groups can be tailored to explore a broad range of topics—from brand perception and packaging to service experience and ad concepts.
Cost-effectiveness (relatively) – While more expensive than surveys, they often cost less than conducting multiple in-depth interviews for similar depth.
Observational value – Researchers can interpret tone, body language, and group dynamics, adding context to participant responses.
Real-world simulation – Sessions can be designed to mimic consumer environments, offering clues about how a product or service will be experienced in the real world.

What are the Drawbacks of Focus Groups?

Focus groups aren’t without limitations. Key drawbacks to consider include:

Group bias – Social pressure or dominant voices may influence participant responses, reducing authenticity.
Recruitment bias – Participants may not fully reflect the target population, especially if incentives attract a narrow type of respondent.
Cost and logistics – Compared to surveys, focus groups involve more planning, coordination, and expense.
Time intensity – To gain meaningful insights, multiple sessions may be required—each involving setup, moderation, and analysis.
Moderator influence – The tone and behaviour of the moderator can unintentionally steer the conversation, impacting the neutrality of the results.

To mitigate these potential negatives, it’s crucial to conduct focus groups as part of a more extensive research study and to carefully consider the recruitment, moderation, and data analysis methods to ensure the results are reliable and valid.

Despite the rise of online surveys, focus groups remain a go-to for 68% of researchers when in-depth consumer insights are needed.”

Source: ESOMAR Global Market Research Report.

What Can Go Wrong in a Focus Group?

Even well-designed sessions can face challenges. Issues that may arise include:

Uneven participation – Some attendees may stay quiet or disengaged, reducing the diversity of input.

Dominant voices – A vocal participant might steer the conversation or suppress dissenting views.

Technical problems – Equipment failures or poor audio quality can compromise recording and analysis.

Groupthink – Participants may echo the majority opinion rather than sharing their own views.

Ethical oversights – Without proper consent and briefing, participants may feel exposed or misled.

Skilled moderation and robust planning help minimise these risks—ensuring the insights collected are both rich and reliable.

“Groupthink” occurs when participants align with dominant opinions rather than expressing their true thoughts. To reduce its impact:

Encourage diverse viewpoints early in the session.
Ask participants to write down initial thoughts before sharing aloud.
Use open-ended and probing questions.
Consider smaller breakout groups to foster independent thinking.
Keep the moderator neutral in tone and body language.

The goal isn’t to eliminate group dynamics but to create conditions that support independent and authentic contributions.

Comparison of Focus Groups vs. Other Research Methods

Research Method	Key Characteristics	Best Used For	Pros	Cons
Focus Groups	Small group of participants discussing a topic in a moderated setting.	Gaining in-depth qualitative insights, exploring new concepts, understanding consumer behaviors and attitudes.	Rich qualitative data, non-verbal communication insights, group dynamics, real-time discussion.	Potential for groupthink, smaller sample size, more expensive than surveys.
Surveys	Structured questionnaires filled out by individual participants.	Collecting quantitative data from a larger sample size.	Cost-effective, large sample size, quick data collection.	Lack of in-depth insights, no group dynamics, limited ability to explore complex topics.
In-depth Interviews	One-on-one conversations with participants to gather detailed qualitative insights.	Exploring individual behaviors, motivations, and attitudes deeply.	Detailed, rich data, no influence from group dynamics.	Time-consuming, more expensive, limited to individual perspectives.
Ethnographic Research	Observing participants in their natural environment to understand behaviors and interactions in real-world contexts.	Understanding behaviors in natural settings, product usability, consumer habits.	Authentic insights, understanding real-world usage.	Time-consuming, requires high investment, difficult to scale.
Online Communities	A virtual group of participants who engage in discussions over time, usually in an online forum or community setting.	Building deeper engagement with a community over time, exploring evolving consumer attitudes and behaviors.	Flexible, participants can engage over time, good for long-term studies.	Participants may drop off, online setting limits non-verbal cues and immediate feedback.

Which is Better – Focus Groups or Surveys?

Focus groups and surveys serve different—but often complementary—purposes. Focus groups are ideal for exploring emotional reactions, uncovering motivations, and observing group dynamics and nonverbal cues. They are especially useful in early-stage concept testing or when the objective is to understand why people think or behave a certain way.

Qualitative surveys, by contrast, allow for broader reach. They’re faster to deploy, less costly, and better suited to gathering directional input from a more diverse or geographically dispersed audience.

Neither method is “better”—it depends on your goals. Many successful research programmes integrate both approaches, using surveys for breadth and focus groups for depth.

When Are Focus Groups the Right Choice?

Focus groups are ideal when your goal is to explore attitudes, emotions, and reactions in a social context. They shine in early-stage research—when you’re testing concepts, messaging, or creative stimuli—and you want to understand why people think and feel the way they do. The group format allows for layered insights that emerge through discussion, disagreement, and shared storytelling.

But they’re not always the right tool. In-depth interviews are better for sensitive topics or when individual experience matters more than group interaction. For longitudinal insight or real-time collaboration, online communities or mobile diaries might be more effective.

The best research designs don’t ask which method is best—they ask which combination provides the fullest picture.

How to Get the Most from Your Next Focus Group

Getting powerful insights from a focus group isn’t just about asking good questions—it’s about how the session is designed, moderated, and analysed. Here are five ways to increase the impact of your next group:

Be laser-focused on your objective. Every element—from the screener to the guide—should align with what you need to learn.
Recruit for attitudes, not just demographics. Surface-level segmentation won’t reveal much if participants don’t care about the topic.
Pilot your guide. Even five minutes of rehearsal can catch confusing phrasing or structural issues.
Watch the energy in the room. Great moderators know when to dig, when to pivot, and when to let silence do the work.
Debrief while it’s fresh. Insight fades quickly if observations and hunches aren’t captured immediately after the session.

A well-run focus group doesn’t just capture opinion—it surfaces unmet needs, emotional triggers, and the language consumers use to describe their world.

Market research consultancies like Kadence International support brands throughout the entire focus group process, from recruitment and moderation to analysis and strategic application of insights.

If you’re exploring whether focus groups are the right fit for your research goals, submit a brief and one of our team members will get in touch to advise on next steps.

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