Our focus group carries out a form of qualitative research where a group of people is asked about their views, beliefs and attitudes towards a service, product, concept, advertisement, packaging or an idea and that helps us to gain insights into people’s experiences. Our focus group asks questions in an interactive group setting where the potential consumers are allowed to talk with the other members freely.

Our focus group research is used in the following disciplines:

Social sciences: Our focus group studies people in a more natural conversation pattern than what typically occurs in a one-to-one interview. An advantage of our focus group is our fairly low cost as compared to surveys and we also get the results relatively faster by talking to several people at once.

Marketing: Our focus group is a significant tool for gaining feedback regarding new products and other varying matters as well. In marketing, our focus group helps in the early stages of development of a product or concept, when companies are struggling to form an overall direction for marketing initiative. We also allow companies that are beginning to develop, name, package or test market a new product, to view, discuss and/or check the new product before it is made available to the consumers. Our methods will provide important information about the potential market acceptance of the product.

Usability engineering: We have our own survey methods to collect the perceptions of users on website or software. Our focus group implies both types of participants: users and future users of the application.

Our focus group elicits a multiplicity of experiences and views along with emotional processes within a group context. Some of the other advantages that our focus group offers are as given below:

It is one of the few research groups that obtain data from children or from people who are not particularly literate.

Our researchers can interact directly with the potential customers. They can also gain information from mute responses to supplement verbal responses.

We, as a group, are very flexible and could be used with a wide range of individuals and topics.