How are focus groups conducted?
Typically focus groups comprises 8-10 people who have been specifically recruited to match set criteria – for example; heavy users of a particular product or loyal customers of a specific brand.
They may have similar demographic characteristics – such as all being students, business professionals, or working mums. Discussions generally last around an hour and a half, and are audio-taped, and sometimes videotaped for later analysis. The participants are rewarded for their participation - generally with a money incentive.
About Warwick Equest
Warwick Equest is a leading supplier of test products to the detergent and allied industries worldwide. We also offer a market research facility providing a full range of quantitative and qualitative research services.