Focus Groups


Uses or Benefits of Focus Groups

  • Gain an understanding of customer’s thoughts, opinions and needs;
  • An excellent way to learn behavioural or thought indicators;
  • They provide quick insight into feeling, beliefs and experiences that can indicate how people might react to your product, service or brand;
  • The goal is to obtain perceptions, feelings, attitudes and ideas of participants about a selected topic.

Number of Participants

For effective interaction and feedback we recommended between 6 – 8 participants per group. Customer Perceptions can recruit suitable customers to take part in the focus group.


Our facilitators are, coaches, trainers and mentors who are experienced in facilitating focus groups.
Their key skills include:

  • Facilitating discussion;
  • Maintain focus on the key issues/questions;
  • Encourage each participants interaction;
  • Manage disagreements effectively and efficiently – ensure all participants views are heard and respectfully considered.

What we require from the client

  • Arrange for the facilitator to meet with the client and discuss the objective, what it is they want to find out, define the process, set time lines, agree on costs on logistics (i.e. fee to participants), and agree on what specifically the group will be asked to answer;
  • Devise an agenda, session time, list of key questions;
  • Script / Questions – 5 or 6 key points/questions.

The Process

(What happens during the focus group?)

  • Session should last approx 1hour – 90 mins;
  • Facilitator introduces the issues to be discusses and clarifies their role as an observer and facilitator of free discussion between the users. Primary roles: facilitation and to listen; Encourage comments and keep the discussion focused;
  • A recording device (Video and Audio) will be used throughout the session.

The Role of the Facilitator

  • Facilitation of the discussion – ensure the focus on the discussion is maintained;
  • Each member of the group can participate and be heard;
  • Listen to the responses and encourage further discussion of key points;
  • Make sure all key issues and questions have been addressed;
  • A typical agenda is as follows (please note this is tailored to the specification of the client);
    • Welcome
    • Review agenda
    • Review the goals of the meeting
    • Review ground rules
    • Introductions
    • Questions and answers
    • Wrap up and thank you

Next Steps

On completion of the focus group session, both the recording and notes from the facilitator are reviewed and analysed to produce a summary report and presentation of the findings.

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