Focus Group

Qualitative research method

Focus group is a larger interview group (usually 6-8 participants). This interview setting is very dynamic and often a lot of fun!

It requires skillful moderation to ensure full participation from all respondents, and to avoid dominance of individuals. This setting can be highly creative and is extremely useful in idea generation, and development and testing of product concepts. At SKIM, most of our focus groups are moderated by one of our experienced in-house moderators.