Focus Group Research

If you want to know how many, do a survey; if you want to know why, focus test.

If you were preparing to introduce a new product, service or campaign, wouldn't it be handy to see what people think before you do a major unveiling?



If you need to get a handle on how people perceive your organization or institution, wouldn't some honest feedback be helpful?



That's what you get from a focus group—honest, sometimes painfully frank opinion.



Focus groups can often provide a depth of understanding that surveys simply cannot match. Focus group research examines why people respond as they do. In short, if you want to know how many, do a survey, but if you want to know why, focus test.

Our approach

We have been doing focus research since the early 90’s. Our approach begins with careful recruiting to ensure we get the proper mix of focus participants, based on specific criteria to be representative of your target market (i.e. age, education level, income, rural/urban, male/female, and anything specific to the subject matter). Then we develop moderator's notes to ensure all relevant areas are explored with the participants. The third step is the expertise of the moderators, whose experience and training ensures the best possible information is derived from the session.

Some of the topics for which Bissett Matheson Communications has recruited, prepared and moderated focus groups include:

• Seniors' housing
• Downtown shopping
• Morale (within a specific policing sector)
• Employee incentive programs
• Funeral homes
• Nuclear power
• Video gaming
• Pay equity
• Workplace bullying