What is a focus group in research?

A focus group is a small group of people who are brought together to share their opinions, thoughts, and feelings about a specific product, service, or idea. It’s like having a friendly discussion where people talk about their likes, dislikes, and suggestions related to service or product a company wants to know more about.

Benefits of using focus groups in market research

In-depth Insights

Focus groups allow researchers to gather detailed information and feedback from participants. Since it’s a group discussion, different perspectives and ideas emerge, providing a richer understanding of consumer preferences and behaviours.

Real-time Reactions

Companies can observe how participants react to certain concepts or products immediately. This can help businesses identify what aspects appeal to their target audience and what needs improvement.

Interactive Environment

Focus groups encourage open discussions and interactions among participants. This dynamic environment can lead to uncovering new insights that might not be apparent in traditional surveys or questionnaires.

Flexible and Adaptable

Researchers can adjust the questions or discussion topics during the session based on the participants’ responses. This adaptability allows them to explore unexpected avenues and delve deeper into relevant issues.


Compared to some other market research methods, focus groups can be relatively affordable, especially when considering the valuable insights gained from a single session.

Focus group word cloud - Sense lab Leeds

When can you use focus groups in research?

Focus groups are particularly valuable for different types of projects that require qualitative feedback, such as:

Product Development

Companies can gather ideas and feedback from potential customers to create or improve products that better meet their needs.

Marketing Campaigns

Understanding consumer perceptions and preferences helps design more effective marketing strategies and advertisements.

Brand Perception

Focus groups can provide insights into how people perceive a brand, which helps in shaping a positive brand image.

Pilot Testing

Before launching a product or service on a large scale, focus groups can help identify potential issues and areas of improvement.

Exploring Trends

Focus groups can help researchers understand emerging trends and consumer behaviour, guiding businesses in staying relevant in the market.

Focus group summary

Overall, focus groups provide a valuable way for companies to connect with their target audience directly, gain deeper insights, and make more informed decisions in the competitive market.

If you have a need for focus group participants and a flexible research space – then we can help you!

Call us on +44 (0) 113 484 0079 to discuss your requirements and get a bespoke quote.

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