Focus group market research agency
FieldworkHub provides focus group market research and participant recruitment for online and in-person studies in the UK and internationally. We recruit carefully screened consumers, business professionals and specialist audiences to detailed criteria, helping clients reach the right participants for robust and meaningful qualitative research.
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?
A focus group is a moderated discussion with a small group of participants, typically six to eight people, who are brought together to explore a particular topic, product, service or idea. The moderator guides the conversation and encourages participants to share their views, respond to one another and build on each other’s experiences.
Focus groups provide insight into participants’ opinions, attitudes and perceptions, using group dynamics to develop a deeper understanding of the subject matter. They are particularly useful for generating ideas, exploring reactions and understanding why people think or behave in particular ways.
Brands use focus group market research to explore consumer and business attitudes, identify issues, gather feedback and uncover new ideas or trends. The findings can inform strategic decision-making as well as product, service and communications development.
Focus groups can also provide immediate, detailed feedback on areas such as design, packaging, pricing and messaging. Creative exercises can be incorporated into the discussion, allowing participants to respond to and build on one another’s ideas.
The quality of the findings depends heavily on recruiting the right participants. FieldworkHub manages focus group recruitment against detailed screening criteria, helping clients reach relevant consumer, B2B and specialist audiences.
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 group research can be conducted online or in person, with the most appropriate format depending on the audience, research objectives, location and project requirements. Group size can also vary according to the type of research and participants being recruited.
In-person focus groups
An in-person focus group brings a moderator and participants together in the same location to discuss the research topic. Sessions may be observed by clients, for example through a two-way mirror or live video feed. While some studies use more than one moderator, a single moderator is the standard format for most face-to-face focus groups.
FieldworkHub can recruit participants for in-person focus groups in the UK and international markets, including B2B, consumer and specialist audiences.
Online focus groups
Online focus groups bring participants together remotely using video conferencing or specialist qualitative research platforms. They can be faster and more cost-effective to organise than face-to-face groups, particularly where participants are geographically dispersed or difficult to bring together in one location.
Online focus group recruitment also makes it possible to bring together niche or senior audiences from multiple locations while maintaining detailed screening criteria.
Mini focus groups
A focus group with three or four participants is typically regarded as a mini group. Mini focus groups may be appropriate when the potential participant pool is small, when the discussion topic is particularly sensitive, or when researchers want more time to explore each participant’s views.
They are also useful in B2B research, where senior participants can be difficult to schedule into larger groups, and in projects where a smaller format can encourage deeper discussion and give each participant more opportunity to contribute.
Case studies
Case studies of focus group research
FieldworkHub specialises in recruiting participants for focus group market research in the UK, Europe and international markets. We have recruited more than 10,000 participants for over 500 focus group projects across more than 30 countries, including consumer, B2B and specialist audiences.
Here is a selection of recent focus group recruitment and fieldwork projects.
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.
6
Can you recruit participants for B2B focus groups?
Yes. We regularly recruit participants for B2B focus groups across a wide range of sectors and seniority levels. Recruitment can be targeted by criteria such as industry, company size, job title, function, seniority and decision-making responsibility.
We can recruit for both online and in-person B2B focus groups in the UK and international markets, including harder-to-reach professional audiences. All participants are screened against the agreed criteria to help ensure they are relevant, qualified and suitable for the research.
Planning a focus group research project?
Talk to our fieldwork specialists about participant recruitment and research support for online or in-person focus groups in the UK and international markets.
