One of the most common qualitative research techniques employed by Enventure Research is the focus group. Focus groups are an excellent means of gaining ‘below the surface’ feedback, by delving into respondents’ attitudes and beliefs to better understand their perceptions, for example, why people think the way they do about the certain issues, why they have responded in a particular way, or why they hold certain opinions and values etc. They also create useful discussion between respondents, allowing us not only to hear the views of individuals but also to benefit from the interaction between them as issues are discussed.
Focus groups are conducted by Enventure Research’s skilled moderators, who design and use a flexible discussion guide to ensure all topics of discussion are covered, but without constraining the flow of discussion and debate.
Focus group respondents are carefully selected to be representative of the target population, either by our team of on-street/telephone recruiters, or alternatively they can opt in to take part if a survey is also being used as part of the research.