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ESOMAR Individual Membership Information

Focus Groups

By using focus groups, both public and private companies can explore the mindset of their most important target groups.

Focus groups are especially relevant when you need vast or detailed information regarding certain target groups. In addition, target groups can be a great source of ideas and inspiration. Maskina constructs the framework and topics for the focus group in collaboration with the client. After that, a group of 6-10 people is assembled and a group administrator directs the discussions with key questions.

The client has an opportunity to follow the discussions as they happen. The results are delivered in a report where the main conclusions are summarized, but it also contains a script of the discussion in its entirety.

Maskina offers both live focus groups and online, where an administrator directs the discussion which takes place in an online chat room, where every participant is in his own home.

Focus groups works well in gathering information on new products or ideas, get opinion on events, administration etc. and when participants have to watch or listen to material in order to assess it.