Focus groups, perhaps the best known and least understood form of qualitative research, bring together groups of people for discussion. In a focus group, the interaction between respondents is as important as each individual’s comments. Groups provide an environment where respondents can build upon or disagree with each other’s remarks. Focus groups can provide a powerful opportunity to glean new ideas and insights, to test hypotheses and theories, to gauge perspectives and to vet new concepts and ideas.

Focus groups can include as many as 8-10 people or as few as three (a triad) or a mini-group of 4-5. Some studies require 6-8 focus groups across several markets, some clients are more comfortable with 3 or 4 groups in one or two markets. the diamond group, ltd. works with our clients to determine the ideal approach and markets.

the diamond group, ltd. utilizes projective techniques to encourage individual expression, probe beneath socially acceptable remarks, and reveal disconnects. Respondents also participate in creative group exercises designed to spur debate and innovative thinking.

the diamond group, ltd. understands the urgency with which our clients need information. We provide topline reports within 24 hours of groups if needed, and detailed analyses with quotes and actionable recommendations within 48 hours of the final group.