![]() To ensure that the maximum number of different ideas or reactions have been captured from participants, companies typically hold several focus groups, often in different cities 3-4 is common. The moderator’s goal is to hear from everyone and to encourage many different opinions and ideas to be shared.įocus group participants are recruited based on their purchase history, demographics, psychographics, or behavior and typically do not know each other. The moderator arrives with a set list of 10-12 questions that will be shared with the group during their time together that are designed to elicit thoughtful responses from all the participants. A trained moderator leads a 30-90-minute discussion within the group that is designed to gather helpful information. A focus group is a market research method that brings together 6-10 people in a room to provide feedback regarding a product, service, concept, or marketing campaign.
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