Focus Group

Imagem ilustrativa do serviço de focus group

What is a Focus Group?

Focus Group is a qualitative research technique widely used in market research. In the context of User Experience, the technique is used to evaluate opinions and perceptions of new products or ideas. The main goal of a focus group is to get as many people together as possible in a short period of time.

A Focus Group is an organized conversation using a script with a group of people who are the target audience for a product or service. This conversation has as its main objective to understand the opinion of these people about a specific subject.

This conversation is held with groups of 6 to 9 people, and each session lasts 1 to 2 hours. To ensure a good mix of participants, it is important to apply at least 3 focus group sessions in a project.

When to use it?

We apply the focus group when we need to extract the general perceptions of the target audience about a certain subject before doing further research, such as a usability test.

With a focus group we can get valuable information in a short period of time. It can be a good starting point to better understand the target audience, their behavior, and the vocabulary they use when talking about the subject.

Who can participate?

The ideal number for a Focus Group is six to nine people from the target audience of the product or service we will be focusing on.

We also have a moderator who conducts the session, organizing and encouraging participation, and an assistant who takes notes and ensures the other details of the dynamic work.


  • Understand the perceptions of the target audience on a given subject in a short period of time;
  • Evaluate the results and effectiveness of a project;
  • Plan and define the objectives of a project that is in its initial phase, using the target audience’s opinion as a basis.

A focus group project consists of 5 stages:

  • Defining the target audience;
  • Definition of the script;
  • Recruiting;
  • Application of the Focus Group;
  • Production and presentation of the report.

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