Another name that is commonly used for focus groups is group discussions.
A focus group is a limited number of people, usually five to eight, who represent the relevant target group and are recruited by us. Normally, at least 2 group discussions are conducted in order to encompass different segments of the target group.
We discuss a topic to gain deeper knowledge of the underlying causes for attitudes or behaviour. Focus groups are also used to find ideas for new products or services.
During group discussions, representatives of the client often sit in an adjacent room behind a two-way mirror and listen and observe. The discussion is led by one of our trained and experienced moderators.
