Focus Groups
Focus Groups, moderated discussions held with pre-recruited participants, are the most widely used and familiar qualitative research tool.
Focus Groups, whether online or in person, are especially powerful for conducting exploratory research, messaging evaluations, product development, or brand positioning and strategy research.
Their familiarity does not mean they are a tired approach. W5 incorporates creative exercises and activities to challenge participants to think critically and creatively about research questions. New technologies feature a host of multimedia tools that further creative thinking.
“The power of focus groups lies in its ability to leverage multiple channels of communication and thought. When you buckle down and really explore the many facets of a possible innovation, you are able to make well-thought-out decisions.”
—Craig Cochran
Focus Groups can help you:
Conduct a broad exploration of consumer opinions
Inspire initial ideas to develop into more cohesive concepts
Test products, concepts, or campaigns to receive nuanced feedback
Connect with us to learn more about W5’s Focus Group capabilities and how we can support your team.
Explore
W5 helped a state-run organization find messaging strategies that best resonated with teens and young adults seeking to quit vaping.
See the case study here.
COVID-19 paused much of the world, but qualitative research, including virtual focus groups, still goes on.