Focus group market research agency
Focus groups allow participants to combine their experiences and perspectives. They are commonly used during creative and conceptual development, to help you understand your target audience’s needs, perceptions, and beliefs. Typically, a focus group comprises 6-8 participants plus a moderator to lead the discussion, and ensure everyone’s voice is heard.
500+ focus group projects completed
Focus groups run in 30+ countries
10k+ focus group participants recruited
Why focus groups?
Why should you conduct focus group market research?
Focus groups provide insights into participants’ opinions, attitudes, and perceptions, leveraging group dynamics to gain a deeper understanding of the subject matter. These discussions are good for generating ideas and building a consensus, which is why brands conduct focus groups to gain in-depth insights into consumer opinions and behaviours. Focus groups can help identify issues, gather feedback for improvements, and uncover new ideas and trends, aiding strategic decision-making and enhancing product or service development and innovation.
Focus groups provide immediate, rich feedback on things like design, packaging, pricing, and the messaging of any product or service. They can also be used to undertake creative tasks, such as developing mind maps where each participant is able to build on the inputs of the others.
Focus group clients
Selected focus group market research clients
FieldworkHub has arranged focus groups for some of the world’s leading brands...
Types of focus group
What are the different types of focus groups?
Focus groups can be held online or in person. The other key parameter is the size of each group.
In-person focus groups
An in-person focus group comprises a moderator and a group of participants who sit in a room together and discuss the research topic, often while being observed by clients via a two-way mirror. While there can sometimes be multiple moderators in the room, one moderator is the standard set-up for a face-to-face focus group.
Online focus groups
Online focus groups were the only way of conducting group research during the pandemic and they have remained very popular since. Online focus groups are often faster to set up and more cost-effective, but it could be argued that the greater level of personal interaction in face-to-face focus groups leads to better outcomes.
Mini focus groups
A focus group with three or four people is typically regarded as a mini group. Mini focus groups might be arranged when the potential participant pool is small, or when the discussion topic is very sensitive, but they also used in a B2B setting to overcome diary challenges or gain more insight from each participant.
Case studies
Case studies of focus group research
We are experts in recruiting participants for focus groups in the UK, Europe and beyond. We have successfully recruited for more than 500 focus group projects and have run group in more than 30 different countries. Here is a small selection of our previous focus group research.
B2B focus groups, IDIs: online video advertising, 7 markets
FieldworkHub successfully recruited B2B profiles responsible for online advertising budgets at large brands and well-known advertising agencies across Brazil, France, Germany, Japan, South Korea, the UK and the UAE for focus groups and IDIs.
B2B research: opinion leaders in news, 22 markets
The client wanted to hear from a large number of respondents who were either news industry professionals or key opinion leaders in 22 countries. Over a five-month period, we successfully screened, recruited and scheduled nearly 500 B2B profiles for a mix of face-to-face and online research.
F2F focus groups: energy opinion leaders, Saudi Arabia
A global energy leader who runs multiple rounds of in-person focus groups around the world each year tasked us with arranging research in Saudi Arabia. We were asked to find senior decision makers in Jeddah, Al-Khobar and Riyadh, all with an interest in, and working knowledge of, the energy industry in the country.
Focus Groups, IDIs: decision makers on data privacy, Europe
For a global technology company, FieldworkHub recruited senior decision makers and C-level profiles from brand-name companes, advertising agencies and news publishers in the UK and Germany for online focus groups and IDIs about data privacy.
Focus groups: brand & ad agency execs, online advertising
A technology company that operates an online content and advertising platform was proposing to make some changes to the way it interacts with key accounts. We recruited senior brand managers working for major online advertisers and senior advertising agency executives working for brands that advertise online.
Focus groups: EV owners & buyers, 3 markets
A design consultancy was working with a European motor manufacturer to develop a new product to help owners of battery electric vehicles to recharge their cars more easily. We recruited respondents in France, Italy and Spain to take part in focus groups and IDIs about pain points with charging and the new product concept.
Client testimonials
Testimonials from focus group clients
Here’s what some of our previous focus group clients say about us.
FieldworkHub is a smart, collaborative, patient research partner. They place far greater emphasis on quality and expertise in their deliverables than charging for every nickel and dime. They react well to unanticipated needs and are proven problem solvers in the complex world of quant and qual research. Their scope and capabilities are extensive and outshine other players in the category.
Matt Pfluger
VP, Strategy & Client Engagement
BNO
USA
FieldworkHub made our participant recruitment process effortless. They supported us from start to finish, offering expert guidance, clear communication and detailed updates at every stage. Their professionalism and attention to detail ensured we had the right participants for our one-to-one interviews and survey. We wouldn’t hesitate to work with them again.
Melissa
Marketing Company
UK
Got questions?
Frequently Asked Questions
As consultants in the research space, we’ve got the answers to your questions about how to facilitate focus groups. And if there’s anything left unanswered, drop us an email or give the team a call. We’d be happy to help.
1
How are focus group participants selected?
Participants are chosen based on their relevance to the study’s target demographic, which may include factors like age, gender, occupation, and consumer behaviour. A screener questionnaire is used to collect relevant information about potential participants to establish their suitability.
2
How much are focus group participants paid?
It is standard practice to offer focus group participants an incentive, i.e. a monetary reward for their time (and potential travel costs if the group is face to face). Depending on the project, the incentive may be paid in cash, by bank transfer, or as a gift certificate. The amount paid depends on the length of the session, the topic and the sponsor’s budget, but the hourly rate is typically several times the hourly minimum wage.
3
Where are in-person focus groups held?
Face-to-face focus groups are usually held in a specialised market research viewing facility with one room for the participants and the moderator, and another room for observers to view the group through a one-way mirror. If the groups are taking place in a city where no viewing facility is available, then a CCTV link may be set up between two rooms in a hotel or conference venue.
4
What happens during a focus group?
Participants are usually directed to a waiting area and offered snacks when they arrive for a focus group. When everyone is seated in the room, the moderator will explain the purpose of the session and set out any ground rules. At this point, each group member is invited to introduce themselves, and then the discussion begins. The moderator will keep track of time and ensure that everyone in the group has the chance to express their views. At the end of the group the moderator will typically sum up the discussion and thank everyone for participating.
5
How do we ensure the quality of our focus group participants?
Quality participant recruitment starts by our team carefully building the pool of participants that we invite to take part, ensuring that their demographic characteristics align with your target profiles. Recruitment begins online, then each candidate is validated by phone and tested for their enthusiasm and articulation. Finally, we send multiple reminders via email, phone, and SMS to maximise attendance and keep engagement in the topic high right up until the session.
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Contact our fieldwork specialists to discuss how our comprehensive focus group services can deliver the authentic insights your business needs.
