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Address: Via Carlo Pescaria n. 12, Bergamo 

Phone: +39 035 0144618 or

          +39 035 0147495


© 2018 by Hangler Marketing Advisor

 VAT number 03958390167 Rea: BG - 423166

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Where we work



Test your products, services and your ideas to gather insights and feedback for your marketing activities! Focus groups are still the best method to learn more about consumer perception.

If you want to run a focus group in Italy or abroad, we can help you out.


As a full-service research institute, we offer you all the research services you may need to run your focus groups in Italy.


The service includes:

  • ​Research plan

  • Participant recruitment

  • Promotion of participation of potential customers

  • Selection and booking of the best locations for your research in Italy

  • Survey moderation

  • Data analysis with qualitative reports

  • Simultaneous interpretation of focus group interviews, if necessary


In short, we'll take care of every single step of the research and we'll provide you with a “turn key” focus group interview.


How does a Focus Group interview cost?

Some variables, such as

  • the number and the typology of respondents (and then the value of promotion of participation)

  • the number of the cities where the focus groups will be run/carried out (for example, Milan, Turin, Rome, Bologna, Bari, just to name the most popular ones)

  • the field specialisation required to moderator

  • possible translations (even simultaneous) when necessary

may​ have an impact on the cost of this type of qualitative research. 

Other types of focus groups

In addition to traditional focus groups, usually composed of 8 participants, it is also possible to organise other three types of secondary focus groups: virtual focus groups, dyads and triads and gang survey.

Virtual Focus Group: these are focus groups run online. Respondents remotely take part in it, by connecting to a computer.

Dyads and triads: the number of participants is a fundamental variable for the success of the focus group. Some specific issues may also require a participation reduced to 2 or 3 participants.

Gang Survey: a hybrid method between qualitative tools - typical of a focus group - and quantitative tools - useful gather data; this allows us to test product or service concepts with a wider audience of 15-20 people.

Industries in which we’ve gained experience

We’ve gained experience in this type of research in the following industries: food, FMCG, automotive, healthcare & pharma, fashion, pet food.

How to ask for a free initial consultation

If you want to learn more on how to organize focus groups, contact us for a free initial consultation on the strategic aspects of your market research activity.

You can fill out the contact form, phone at 035 0144618, chat with us on the website, or write us on WhatsApp (link on the top).

Send us a message and we’ll contact you back within 24 hours; instead, if you call us, you’ll speak with one of our experts and you’ll get an instant consultation.

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Details Definition in Focus Group

The Focus Group is a very used research tool in order to have feedback from a small but meaningful group of participants.


The objective of a focus group is to collect ideas, thoughts and suggestions from a defined target, thanks to people freely discussing about chosen topics like a product concept, a product itself, a service, an advertisement, a public service, an idea or a packaging. 

It's an example of qualitative market research, where a moderator introduces some topics to a group of people guiding them to share and discuss together their opinions. 


The Focus Groups help getting insights from consumers in an alternative way, without the use of questionnaires.

The following analysis of conversations helps the acquisition of specific information, both emotional and rational. 

Differently from other research methodologies there is not a one way interaction, but it's a dialog.


In addition, the interview is not completely codified as per usual questionnaires with a sequence od questions, because the participants are also free to chat with the others inside the group.


The success of this methodology is connected to the activation of group dynamics, that are the possibility for the partecipants to have an intese debate and really express what they think. This is due to the moderator's ability to drive the discussion in a clear and efficient way, without loosing the link with the research objectives.   


The partecipants thoughts and answers cause reactions and comments by other people, thus activating a spontaneous and rich discussion that leads to deeper insights.

Let's see the operative aspects of a Focus Group:

1° Phase: recruiting.

Participants are recruited (the ideal number would be between 6 and 10 people, a group dimension that encourages a free ideas sharing) with the aim to build a non too homogeneous group, helping the emerging of small social, background and economical differences, but also merging common interests.


Those people must be representative of the marketing target, that is the potential product/service users. A research project usually includes more than one group in order to have more POVs.

2° Fase: execution. Once the group is created, the session starts and the moderator explains the discussion objectives, how it works and, finally, he or she shows the product or service (after a warm up of course).

The moderator must be able of keeping the discussion focused on the main topic without loosing time on minor issues.

It is advisable to work with open end questions, easy to understand and neutral.


The Focus Group is not a type of research where the moderator asks everybody the same question: he or she asks a question, explains the topic and then the participants discuss the matter, talking and interacting among themselves, exchanging opinions.

3° Fase: analysis. The research manager takes note or records the key group discussion points. There may be different possibilities for recording data like video recording, audio recording, transcripts and content analysis.


With Focus Groups you can have insights about market opportunities, discover customer needs, customer perceptions and preferences, understand product benefits and drawbacks, develop new concepts.


In a way you can test "in vitro" having a feedback for developing your marketing plan or communication strategy.

If you want to organize one or more Focus Group in Italy just fill in the form on this page and you will receive a quotation in a short time after a brief call (needed for details collections)

example projects:

Elisabetta Franchi

Fashion Focus Group on various targets in Rome and Milan

Pet food Packaging

Focus Group for packaging and food concepts in Milan and Rome