A focus group is a qualitative form of research in which a group of people is asked about their perceptions, ideas and opinions on a product, service, concept, advertisement or idea. The respondents, who are selected on the basis of features which are important to the research, for example product usage, profession, age or medical condition.
In this type of research, an interview is conducted in an interactive group setting concerning a subject, in which everyone is given the chance to have a say. By speaking in a group it is possible for people to react to each other's comments, add to or speak against each other's opinions. They also often yield new ideas for the client. Focus groups in our research are led by an experienced Blauw qualitative researcher.
Clients can observe the research from behind the mirror. The interviews can also be recorded.