Focus groups

Guided group dynamic processes create transparency in the mindset of your target group.

• Suitable for investigating individual circumstances, e.g. universal attitudes, beliefs, behaviours, motives, so long as they are not dealing with intimate, character-related issues. Depth of results and increased creativity through facilitation and group dynamics
• The participants assess the issue from several different sides through specific guidance by trained facilitators
• The interaction of the group can be used to generate new ideas and suggestions.

Group discussion procedure

• 8 to 10 members of each target group (e.g. customers, suppliers) discuss the respective issue for about two hours based on pre-defined conversation guidelines and under the guidance of experienced facilitators.
• Recording of the group discussion on video
• Anonymised evaluation and interpretation of the results

Examples of applications of group discussions

• Group discussions to facilitate the qualitative analysis and awareness of a particular topic
• Group discussion to test concepts, commercials, products, product re-launches, product and brand images
• Group discussions as a basis and preparation for a quantitative (e.g. telephone, written or personal surveys)