Focus groups are one of the oldest tools for understanding what people think and why. Universities use them for research, companies use them to test products and messages, and training teams use them to find out what learners actually need. This guide explains what a focus group is, how it runs, sample questions, and how it compares to surveys and interviews.
Focus Group Definition
A focus group is a moderated discussion with a small group of people, usually six to ten, who share a characteristic relevant to the research, such as being customers, students, or employees in a certain role. A moderator guides the conversation with prepared open-ended questions, and the discussion is recorded and analyzed for themes. Sessions usually last 60 to 90 minutes.
What Focus Groups Are Used For
- Testing a new product, service, or program idea
- Understanding reactions to messages, names, or designs
- Exploring why people behave a certain way, after a survey shows what they do
- Needs assessments for training and course design
- Academic research in education, health, and social sciences
- Gathering employee or student feedback on policies and services
How a Focus Group Works
- Define the goal. Write the three to five things you need to learn.
- Recruit participants. Choose six to ten people who match your criteria. Over-recruit by about 20 percent, since some will not attend.
- Write a discussion guide. Plan an opening question, key questions, and a closing question.
- Run the session. The moderator welcomes people, explains confidentiality and recording, and guides the discussion.
- Capture it. Record audio or video and have a note-taker. See how to take meeting notes.
- Analyze. Review transcripts or notes for repeated themes, strong reactions, and differences between groups.
- Report. Summarize findings with quotes and recommendations.
Sample Focus Group Questions
Opening: “Tell us your name and one thing you enjoy about [topic].”
Introductory: “When you think about [topic], what comes to mind first?”
Key questions:
- “Tell us about the last time you [did the relevant thing]. What happened?”
- “What is the most frustrating part of [experience]?”
- “Looking at this [concept or prototype], what is your first reaction?”
- “What would make you more likely to [use, attend, recommend] this?”
- “If you could change one thing about [topic], what would it be?”
Closing: “Of everything we discussed, what matters most to you?” and “Is there anything we should have asked but did not?”
Focus Group vs. Survey vs. Interview
| Focus group | Survey | One-on-one interview | |
|---|---|---|---|
| Best for | Exploring reasons, reactions, and group views | Measuring how many people think something | Deep individual stories and sensitive topics |
| Number of people | 6 to 10 per group | Dozens to thousands | One at a time |
| Data type | Qualitative | Mostly quantitative | Qualitative |
| Main risk | Groupthink, dominant voices | Shallow answers | Time-consuming |
Moderator Tips
- Stay neutral. Do not show approval or disapproval of answers.
- Draw out quiet participants: “We have not heard from everyone yet. What do others think?”
- Manage dominant voices politely: “Thanks, let’s hear a different view.”
- Ask follow-ups: “Can you say more about that?” or “Can you give an example?”
- Avoid leading questions such as “Wouldn’t you agree that…?”
Related guides: what is a roundtable discussion, webinar feedback survey questions, and what is a design sprint.
Frequently Asked Questions
How many focus groups do you need?
Usually three or four per audience segment. After that, new groups tend to repeat the same themes.
Should focus group participants be paid?
Commonly, yes. A gift card or payment improves attendance and thanks people for their time. Check your organization’s or institution’s rules.
Can focus groups be held online?
Yes. Online focus groups on video platforms work well, especially with five to eight participants and cameras on.
