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Focus Groups

What is Focus Groups?

Focus groups are typically conducted with a small group of participants, usually ranging from 6 to 12 individuals, who are selected based on specific criteria, such as demographics, interests, or experience. The participants are brought together in a controlled environment, usually a room with a moderator who facilitates the discussion.

The goal of a focus group is to gather qualitative data through open-ended discussions and interactions among the participants. The moderator guides the discussion by asking open-ended questions, encouraging participants to share their opinions, experiences, and perspectives on the topic of interest. Participants are encouraged to engage in free-flowing conversations, providing feedback and insights based on their own experiences and perceptions.

Why is Focus Groups important?

Focus groups are used in various fields, such as market research, product development, advertising, and social sciences. They provide valuable insights into customer preferences, user needs, opinions, motivations, and perceptions. Focus groups can help researchers and product teams gain a deeper understanding of customer attitudes, preferences, and behaviors, which can inform decision-making and guide the development of products, services, or marketing strategies.

How to use Focus Groups?

To conduct a successful focus group, careful planning is required, including defining the research objectives, identifying the target participants, creating a discussion guide, and selecting a skilled moderator. The data collected from focus groups is typically qualitative in nature and requires thorough analysis and interpretation to identify patterns, themes, and insights. Focus groups can be a valuable tool in gathering rich and nuanced data to inform decision-making and improve products or services based on user feedback.

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About Akendi

Akendi is a human experience design firm, leveraging equal parts experience research and creative design excellence. We provide strategic insights and analysis about customer and user behaviour and combine this knowledge with inspired design. The results enable organizations to improve effectiveness, engage users and provide remarkable customer experiences to their audiences.