What we know about focus groups and workshops

This article collects current thinking and reading on focus groups and workshops as a method for gathering insights: a highly effective and in-depth approach, focus groups can reveal emotional, implicit and non-verbal thought processes.

Despite some drawbacks that come with every chosen research technique, focus groups, workshops and in-depth discussions are a highly effective way to find out about the relationships people have with brands. They can reveal emotional, implicit and non-verbal thought processes.

Definition

Focus groups are a qualitative research technique that’s used to facilitate a discussion for a small group of participants on a predetermined topic. Moderators lead through the interactive group settings to generate rich discussions and insights into people’s attitudes, preferences, ideas and opinions.

Key insights

1. The role of the focus group in creative development and evaluation is questionable

There has long...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands