Focus groups offer a more nuanced observation of the participants true emotions and real-life reactions to topics. Focus groups are roundtable discussions featuring 10-12 individuals who engage in a dynamic discussion led by a professionally trained moderator. At the Tarrance Group we have several certified and highly skilled moderators on staff.
Beyond traditional focus groups we can also utilize electronic focus groups or dial-testing for media presentations and commercials, as well as tactical use of specific messages. Groups can be larger with 15-20 respondents per group.
On-line panel qualitative surveys also are another method we can employ to gain qualitative insight for our clients.