Focus Group
Test your products, services and ideas to gather insights and feedback for your marketing efforts!
How to request a free initial consultation
If you want to understand how to organize focus groups, contact us to get a first free feedback on the strategic aspects of your market research activity.
To do so, you can fill out the contact form, call +39 035 3058620 or use the site chat or book a free consultation call .
By writing to us you will be contacted within 24 hours, while with a phone call you will get immediate feedback.
Main objective
Gather spontaneous discussions about concepts, products, services, advertising, public services, ideas and packaging.
Qualitative Market Research
A moderator introduces topics for participants to share and compare their opinions, providing insights without using questionnaires.
Unique Information
Focus groups reveal emotional and rational insights through dynamic conversations.
Interactive Methodology
Unlike other research techniques, focus groups encourage free interaction among participants, facilitated by a trained moderator.
Group Dynamics
Success depends on lively and interactive debates, genuine opinions from participants, and a moderator who guides the discussion effectively.
Result
Participants' reactions and reflections lead to deeper, more spontaneous discussions and more complete insights.
Definition of Focus Group
A small, socially representative group engaged in debate to gather ideas, advice and considerations from specific audiences.
About Us
Hangler Marketing Advisor is a marketing agency founded in 2008.
Since then we have specialized in carrying out qualitative research in all major industrial sectors.
We can help you create turnkey focus groups in the main Italian cities and abroad (or online), also with product tests, pack tests, and tastings.
We reach both B2B and B2C targets, even in niche sectors such as medical.
Here are the founding pillars that we carry out and apply in the creation of focus groups:
01
Choosing the research facility that best suits your case
02
Advice on drafting the discussion topic
03
Sourcing, incentivizing and managing privacy
04
Modern locations, with one-way mirror and easy to reach
05
Final report also integrated with quantitative research
Our Full-Service Research Institute offers
Turnkey focus groups tailored to your needs.
01
Research planning
02
Recruitment of participants
03
Consumer Engagement
04
Selection and booking of properties throughout Italy
05
Moderation and qualitative data analysis
06
Simultaneous translation of discussions
Cost of the
Focus Group
The cost of this type of qualitative research depends on some variables that can be modulated according to budget needs, in particular:
✱ The number and type of participants (and the value of the participation incentive).
✱ The number of cities in which to conduct focus groups (for example Milan, Rome, Turin, Bologna, Bari, to name the most common).
✱ The sector specialization required of the moderator.
✱ Any translations (including simultaneous) if necessary.
Other types of Focus Groups
Online Focus Groups
Discussion groups also created online. Participants participate in the discussion remotely by connecting with a computer.
Dyads and triplets
The number of participants is a key variable for the success of the focus group. Some specific topics may require a small number of 2 or 3 participants.
Gang Survey
A methodology that combines qualitative focus group tools with quantitative data collection tools, allowing you to test product or service concepts with an audience of 15-20 people.
Examine the operational aspects of the Focus Group.
First Phase: Recruitment
01
Participants are recruited (the ideal number would be between 6 and 10 people, a size that encourages people to freely share their ideas) to create a group that is not too homogeneous, thus bringing out differences, social and economic peculiarities, but also common interests and experiences.
These individuals should represent the target audience, that is, the potential buyers of the product. A research project usually organizes several groups to obtain multiple points of view.
Second phase: Execution
02
Once the group is created, the session begins and the objectives and methods of implementation are explained and, finally, the product/service is shown and described. The moderator must be able to keep the group focused and create a productive and lively discussion on the topic in question.
It is preferable to use open-ended questions. Questions should be formulated clearly, easily understandable and possibly neutral.
The Focus Group is not a type of interview in which the moderator asks the same question to everyone: he asks questions or explains the topic to the group and the participants discuss it, talking and reacting to each other, exchanging opinions.
Research planning
03
The researcher notes or records the most significant points of the group discussion. Different data collection techniques can be used, such as video recordings, audio recordings, transcriptions or content analysis.
With focus groups it is possible to explore market opportunities, discover needs, perceptions, preferences and sensations of target consumers, understand the pros and cons of the product/service, develop new ideas. In short, the focus group allows you to test an idea "in vitro", obtaining initial feedback for the development of a marketing plan for a product/service and a communication strategy.
Lead Generation Explained
Clear and direct answers to understand how leads are generated, qualified, and transformed into business opportunities.
A focus group is a qualitative research method in which a selected group of people discusses a topic, product, service, idea or experience under the guidance of a moderator.
It is useful when a company wants to understand its audience’s needs, perceptions, language, doubts and motivations in depth. It can be used to test concepts, products, packaging, communication materials, purchasing experiences or to gather insights before a quantitative study.
A turnkey focus group service can include research design, discussion guide, participant recruitment and screening, incentive management, privacy and consent forms, venue or online platform, moderation, recording, transcription, qualitative analysis and final reporting.
The aim is to provide the client with useful insights without having to manage the organisational complexity of the research directly.
The cost of a focus group depends on several factors: number of groups, participant profile, recruitment difficulty, cities or venues involved, incentive value, product or packaging tests, moderation, possible simultaneous interpretation and the level of analysis required.
For this reason, we prefer to assess the project before providing a cost estimate. After an initial discussion, we can recommend the most suitable methodology and prepare a quotation aligned with objectives and budget.
A traditional focus group usually involves a small group of selected participants, often between 6 and 10 people.
The number may vary depending on the research objective, the target and the desired level of depth. In some cases, smaller formats such as mini focus groups, dyads or triads may be more effective.
We organise in-person focus groups in the main Italian cities, including Milan, Bologna, Rome, Bari and Bergamo.
Depending on the project, we can select suitable research venues: equipped rooms, spaces with one-way mirrors, product testing environments, food and beverage tasting locations or specific settings such as stores and restaurants.
Yes, we also organise online focus groups.
An online focus group is useful when participants are located in different geographical areas, when the target is difficult to gather in a single city or when logistical complexity needs to be reduced.
It is not always the best option: physical tests, tastings, packaging tests or some group dynamics may work better in person. For this reason, we assess the most suitable methodology case by case.
Recruitment starts with defining the target: sociodemographic characteristics, behaviours, habits, professional role and purchasing or consumption experiences.
Participants are selected through recruitment activities, verified panels, direct contacts and, for B2B targets, targeted outreach to companies and professionals.
Before confirmation, we use a screener to verify that participants match the required profile. The aim is to avoid unsuitable participants, professional respondents or people who do not represent the real audience of the research.
Yes, we also organise focus groups with B2B targets and niche profiles.
Depending on the research objectives, we can involve entrepreneurs, managers, buyers, professionals, technicians, doctors, industry operators, procurement managers or other specific figures.
B2B recruitment is often more complex than consumer recruitment because the target is narrower and participants’ time has a higher value. For this reason, it is important to clearly define the profile, selection criteria and incentive.
Yes, focus groups are very useful for testing products, packaging, concepts, naming, communication materials, prototypes or samples.
During the session, participants can observe, use, compare or comment on real materials. This makes it possible to collect spontaneous reactions, doubts, perceptions, associations and barriers that often do not emerge from a simple questionnaire.
At the end of the project, you receive an output designed to support concrete decisions.
Depending on the project, the materials may include a final report, insight summary, verbatims, photographs of the tested materials, audio or video recordings, transcripts and actionable recommendations for marketing, product development, communication or sales.
When included in the project, the final report is delivered within 7 working days after the end of the groups.
-min.png)