Qualitative methodology
Focus groups
A focus group can give you valuable insights.
Focus group interviewing is a qualitative form of analysis where a moderator guides a group of typically eight people through a research area with a series of questions.
When are focus groups interesting for you?
Analysis Denmark recommends focus groups when you want to uncover the attitudes, prejudices and habits of customer segments. Focus groups are an excellent method of analysis to uncover the target group's immediate reaction and open up the otherwise hidden world of emotions, motives and attitudes that form the basis of customer segments' choices.
Focus groups are an ideal tool for uncovering:
- Potential for new products
- Target audience assessment of a new marketing concept
- Target audience reactions to advertising and information campaigns
- The reason for any resistance to a product
- What customers emphasise when choosing a supplier
- Trend spotting and development directions within the target group
How is a focus group interview conducted?
- Together with the customer, identify the problem areas that need to be addressed
- A professionally elaborated interview framework is prepared
- Serious and professional recruitment of respondents in the relevant target groups
- An experienced moderator with insights into consumer behaviour, group dynamics and exploratory interview techniques conducts the focus group interviews, which are recorded on video
- All reports are written by our moderators and delivered within five working days after the end of the last focus group. The report has an action-orientated design that provides the customer with insight into problem areas and recommendations for remediation
- A focus group interview is inherently dynamic and exploratory and can reveal contrasts in the target group's attitudes and thus also the background for their selection criteria and decision-making processes
Analyse Danmark reports in the form of a fully annotated report with main conclusions, sub-conclusions and recommendations. In addition, you as a customer can choose to receive a presentation of the results.
