TIPS: My Ideal Focus Group

Collecting qualitative insights for a marketing study, a citizen consultation, or academic research is both exciting and delicate.

Article : Séverine Besson, Management Science Researcher As I begin my 6th year as a researcher, I’d like to share one of my favourite methods: the #FOCUS #GROUP ! 🎤💬 Over the years, I’ve tested:

• one-to-one interviews (in person)

• recorded video interviews

• narrative interviews

• observation of real-life interactions

• and, of course… focus groups

…and honestly, the focus group remains my favourite.

🌟🌟🌟I prefer focus group over discussion group because the word focus says it all.

The challenge is to keep each contribution on track, and avoid drifting into debate. That’s where the moderator’s role becomes essential.‼️

🤩 My best tip: individual thinking inside the group

My favourite practice is to bring individual reflection into the collective space.

For key questions, I always include a short moment of silent thinking and note-taking. It helps participants:

• avoid being influenced by the first voices in the room

• stay connected to their own perspective

• express deeper, more personal insights

🤩 A focus group is also a learning experience

A focus group is not only a research tool. It’s also a learning practice in itself.

As the conversation unfolds, participants naturally step into reflexivity. They leave with new ideas, peer learning, and often a real sense of value from the shared moment.

Pictures : "Focus groups" : APSI / France Travail Guyane / Territoire de Provence

My practical checklist for running a great focus group

🔍 Preparation

• Set clear objectives: what do you really want to understand?

• Build a discussion guide with open-ended questions.

Record the session to capture the full richness of what’s said.

You can run focus groups in two different styles:

Handbook of Interview Research: Context and Method, 2002. Jaber F. Gubrium, James A. Holstein.

Structured approach

Best when you need answers to specific research questions. The moderator leads strongly, keeps time, recentres digressions, and follows a tighter script.

 Less structured approach

Best when you want to explore how participants think. The moderator facilitates interaction, follows emerging directions, and allows more flexibility.

In short:

Structured = a focused group

Less structured = a discussion group 👥 Participants 

Invite a diverse mix (age, seniority, roles) to enrich perspectives, unless your topic requires a very specific profile.

Ideal size: 5 to 8 participants.

🏡 Setting

Create a warm, comfortable atmosphere. Set a clear framework of trust and respect.

Limit distractions.

👂 Active listening

Practice active listening and empathy. No judgement. No reaction. No interruption.

Every voice matters.

⏱️ Timing

Keep the session to a reasonable duration.

And always end with an open question: some of the best insights arrive right at the end.

🔒  Confidentiality

Remind participants that their contributions are confidential and used only for analysis.

The focus group’s real value: collective energy, depth of reflection, and a shared experience people genuinely appreciate.

Ready to try? 🚀

#FocusGroup #QualitativeResearch #UserResearch #MarketResearch #CustomerInsights #CollectiveIntelligence #LearningCulture #OrganizationalLearning #Facilitation #ResearchMethods