Focus Groups

Focus Group Discussions are the right method to test concepts, imagine the future of your services, sort UX and UI development priorities… They also are adequate to explore expectations, compare market actors. Focus Group Discussions make it possible to work on acceptability, appeal & attractiveness, positioning, competition, customers’ expectations, , expected support, segmentation. FGD do not replace quantitative segmentation analysis but provide a qualitative view on how the market could segment. We can sketch the whole picture around a service, would this service would be just a concept or already existing in the market. Quantitative studies can be used afterwards to clarify and detail the view.

As any research methods, Focus Group Discussions need to be accurately prepared and executed. Recruitment, hosting, translation, test material, if any, discussion guide, moderation and analysis: everything has to be ready on D-day. We know the good venues in major European and French cities, we know the good recruiters, we brief and supervise the teams carefully. We have a very long experience of preparing focus group in France and in foreign markets. We know what you can expect from them, what shouldn’t, we know how to write scripts, how to moderate, analyze and report.

• Improve knowledge on users expectations and use cases,
• Prepare user segmentation, feed persona definition,
• Identify users’ rising expectations: new services, functions, contents,
• Design the big picture of a new service or innovative functional units before revamping an existing UI and creating a new UI,
• Evaluate attractiveness and use cases of existing or new services, functions, contents,
• Test ads, communications, gain knowledge on brand perception, image,
• Segment user types, feed the definition of personas.