Focus Groups

A Focus Group is a collection of individuals who respond to questions on a new product or brand for market research purposes.

A Focus Group is a collection of individuals who respond to questions on a new product or brand for market research purposes. This qualitative research is then used as a basis to conclude wider audience responses. Delegates depend completely on the challenge at hand. A previous Fable&Co. client required strategic rebranding for a college, so for this project the focus group consisted of students.

Focus groups can be situated anywhere, though neutral surroundings provide the ideal unbiased setting. The size of the group depends on the task, but a standard group used by Fable&Co. is between 6-8 persons. The groups are sourced either by the agency, client or from a third party provider. Generally, the client is not present.

A Fable&Co. facilitator asks pre-determined questions to the group, allowing time for debate & discussion amongst the individuals. The aim of this discussion is to echo real life conversations between consumers & bring about a conclusion from an audience point of view. In this setting, it is possible to receive unfiltered & unbiased responses about the company, product or service.

This information is useful in discovering & identifying factors such as design flaws in a product or previously unknown associations with a brand.

Our skilled facilitator plays the role of conductor for the orchestra of perceptions, attitudes & behaviours. With the key aspects of a focus group being the facilitator & the facilitating, it is essential that the facilitator pitches the questions to suit the mood of the room & strays from the set questions on occasion to explore the related information that arises. With a wealth of experience across many diverse clients & needs, our facilitator & team can manage our focus groups & fashion the conversation, balance of personalities & dynamics resulting in a finely tuned outcome.

 

Fable&Co. believe that focus groups are an integral & legitimate opportunity to speak face-to-face with potential consumers. We listen intently to our focus groups because they represent a voice of reason.

Research is to see what everybody else has seen, and to think what nobody else has thought.

– Albert Szent-Gyorgyi, Biochemist