Why You Need Focus Groups
Independently or in conjunction with quantitative research such as surveys, focus groups provide a unique approach to understanding the voice and emotions of your audience. No other research method allows you to understand the richness and context-dependence of your audience's attitudes like focus groups do. We use focus groups of consumers to determine their preferences, test your product or evaluate your marketing materials. We use focus groups of members and voters to evaluate the language they use and how their emotions can be moved by different stimuli. We use videos and transcripts to move beyond immediate reactions in the back room and provide our clients with a deeper and more nuanced understanding of focus group perceptions.