Focus Groups of 6-10 people are the most common type of qualitative research. They’re most useful when group exploration of a topic, and/or group interaction is desired. Focus Groups have gotten some negative press at times, and that's too bad. Done well, with the right consumers and with the right goals, focus groups can immeasurably valuable.
But too often they’re used when they shouldn’t be, or they’re approached in a one-size-fits-all manner that diminishes their value. At SofoS, we’ll only recommend focus groups when they truly make sense. More importantly, we’ll make sure that your groups are tailored specifically to your unique project and your unique consumers.