Group of people sitting around a wooden table with pens and pads of paper.There are many ways to conduct market research, and each method can be useful depending on what kind of information you’re seeking. Focus groups involve moderated discussion in small groups of up to 10 people, and are a great way to learn the opinions and feelings of your target audience. Here are some of the key benefits of using focus groups.

Seek Clarity in Real Time

Unlike surveys in which responses are only viewed after study completion, focus groups allow moderators to dig deeper during the session. For example, if a respondent mentions something that requires follow up questions or clarification, the moderator can address it immediately and ensure that all important information is captured.

Adds a Human Dimension to Data Gathering

A good focus group moderator will have the skills and experience to put respondents at ease, creating an environment that is conducive to open discussion and sharing of opinions. You can also pick up on nuanced answers and reactions that may not be apparent in an online format.

Gain Detailed Information

Focus groups are a qualitative research method that allows you to dig deeper and learn the detailed feelings and opinions of respondents. Open-ended questions are often used during focus groups to encourage participants to let their thoughts flow freely without the limitations of surveys, such as pre-set multiple-choice answers or the character limits of a text box.

Partner with an Experienced Focus Group Facility

A facility and moderator with experience hosting focus groups for market research will help you obtain the most useful insights from your target audience. It’s important to use an unbiased third-party moderator to preserve objectivity and allow participants to speak their minds freely. Partner with a research firm that has experience conducting research to ensure your study runs smoothly from start to finish.


Decision Point provides comprehensive market research services, encompassing the full range of quantitative and qualitative capabilities in data collection. To discuss your market research needs, contact us today!

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