Focus Groups
Generating insights into user attitudes and behaviours for further research.
Attitudinal & behavioural research
Useful for uncovering how a product or service is perceived and how people approach a particular task.
Uncovering new areas for consideration
The dynamics of group conversation will uncover ‘unknown unknowns’ introducing new areas for consideration.
Generating insights for quantitive research
Useful generative research, particularly for gaining qualitative behavioural insights from a large number of users in a short space of time.
Featured Focus Groups work
Hospitality focus groups
Focus groups generated insights that expanded understanding of customer thinking and behaviour.
The insights helped formulate questions for the subsequent surveys, influenced subsequent research activities, and provided material for inclusion in experience maps.
Hospitality