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Focus groups, sometimes also known as access panels, are a form of market research where a group of carefully selected individuals provide feedback on a particular topic, product, service or brand. It is a qualitative form of research i.e. it is used to assess intangibles like mood and attitude rather than characteristics that can be accurately measured.
Qualitative research is highly relevant to companies which cater to the consumer market as it points up reactions that may not have been anticipated by product designers or marketers. It can be a useful indicator of the kind of reception a new product will receive, feeding into further development, or help understand why a particular brand isn’t clicking with certain demographics.
Market research companies can recruit participants for focus group research, host them, gather the findings and interpret and present them to clients.
How to Successfully Conduct Focus Groups
When engaging the services of a market research company to conduct focus group research there are a number of factors you need to take into account:
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Recruitment – This is the most important element by far and massively determines the success of the research. You must keep in mind that the purpose of the exercise is to gather unbiased feedback and so the individuals that make up the group should be as representative of your target audience as possible and be as varied as possible within those limits. You might need to conduct several groups in different parts of the country to achieve this. Avoid inadvertently ‘stacking the deck’ e.g. focus groups composed entirely of people who regularly take part in paid research and who want to make a good impression so they’re invited back for other surveys. They may even lie about their status in order to take part.
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Hosting – The focus groups should be conducted in such a way that participants feel able to talk freely but should also be structured enough to provide meaningful results. Ensure that your market research team is clear about the goals and objectives to be achieved. Often it’s possible to listen in on the focus group or watch on a video link. This can be invaluable for product developer or marketers who sometimes need direct experience of the relevant issues.
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Analysis and Presentation – The market research company should be able to present their findings in a concise and clear manner, highlighting the key findings. Make use of their experience and insight rather than trying to wade through all the comments yourselves.
Focus Group Quotes
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