Focus groups

When conducted properly, focus groups can offer you a wealth of insight. Bringing together a small group of participants to discuss a particular subject in detail creates synergies and often produces unexpected results. We have the expertise to conduct both traditional and online focus groups. They both provide the opportunity to dig deeper - you will be amazed at what you can find out!

We might consider focus groups if:
  • You would like participants to respond to visual stimuli, such as display prototypes or a new brand identity.
  • Your quantitative research has thrown up some issues that you would like to investigate in more detail.
  • You require participants to be creative in suggesting improvements or possible future developments.
  • You are trying to find out how participants respond on an emotional level.
Focus Groups, Scotinformed
  • We work with you to ensure that the topic guide is relevant to your own strategic objectives and to the specific objectives of your research.
  • We agree recruitment criteria and participants are recruited only on the basis that they fit that criteria.
  • We respond to your requirements and can tailor the standard group format if required – focus groups can even be conducted online. The online approach works particularly well if participants are geographically widespread.  
  • We use the focus group outcomes to provide you with a cohesive response to your research questions.
  • Our reports provide detailed interpretation of the findings including quotes from participants which clearly communicate their views/perceptions etc.

Mini groups

Mini groups have all the advantages of conducting focus groups but with a smaller number of people. Bringing together a small group of participants (usually four to five people) means that discussions can focus on key elements and, in some instances, participants are more comfortable discussing a topic with a smaller group of like-minded folk.

We might consider mini groups if:
  • Your audience may feel more comfortable in a smaller group of people. Mini groups are particularly good for younger people, hard to reach audiences or when the topic for discussion is of a sensitive nature.  
  • You think that speaking with a small group of people within a particular setting i.e. a visitor attraction, student café, may provide the right environment for participants.
  • You want to speak to people who may find it difficult to attend at a specific date/time in the future i.e. visitors from overseas, family groups.
  • Your target research group is time constrained.
  • You would like participants to respond to visual stimuli, such as display prototypes or a new brand identity.
  • Your quantitative research has thrown up some issues that you would like to investigate in more detail.
  • You require participants to be creative in suggesting improvements or possible future developments.
  • You are trying to find out how participants respond on an emotional level.
Mini Groups: Scotinformed
  • We work with you to ensure that the topic guide is relevant to your own strategic objectives and to the specific objectives of your research.
  • Participants meet an agreed recruitment criteria ensuring we speak to the people that are of most interest to you.
  • We respond to your requirements and can tailor the standard group format if required.
  • We use the mini group outcomes to inform and explain other research findings, providing you with a cohesive response to your research questions.
  • Our reports provide detailed interpretation of the findings including quotes from participants which clearly communicate their views/perceptions etc.