What is a focus group interview?

A focus group is an interview form where 6-12 participants are interviewed in a structured session led by a moderator, based on a predetermined interview guide. The focus group interview typically lasts two hours and can be conducted in various ways depending on the purpose. In situations where it is important to create a more confidential setting for the interview, but where group dynamics are still essential, mini focus groups with 4-5 participants can be utilized. At Rostra Research, focus group interviews are always moderated by our Head of Analysis, who has moderated, analyzed, and reported on more than 600 interviews for a wide range of clients.

Rostra Research has conducted focus group interviews for numerous private and public companies and organizations since 1999. Our extensive methodological experience and deep understanding of our clients’ needs form the foundation for delivering high-quality, actionable analysis results.

We have the facilities and equipment to conduct focus group interviews, where clients can follow along on a large screen and ask the moderator to explore new themes or ask follow-up questions

Do you need a focus group?

Contact us to hear more about the opportunities. We can take care of the entire process of developing the question guide, recruiting participants and conducting the interview.

In collaboration with you, we organize the interview so that you get the must value from it.

After the inteview, we give you recommendations on how you can use the results for your advantage.

What are the advantages of focus group interviews?

Focus group interviews are specifically suitable for gaining in-depth and nuanced insight into complex issues. The interview method can provide insight into a target group’s attitudes, behavior, habits, motives, consumption patterns, decision-making processes and levels of knowledge.

We use focus group interview for:

Pre- and post-testing of campaign materials
Understanding purchase and consumer behavior
Product development and product testing
Brand building
Testing messages
Perceptual analyses of texts
Assessment of companies’ media crises
Member surveys
Customer analyses

Focus groups are particulary suitable for open-ended, exploratory studies. Here, the focus group interview is a proven and reputable method for gaining in-depth insight on a target group.

Recruitment of participants for the focus group interview

Rostra Research can offer professional recruitment for focus groups in many different target groups based on established screening criteria.

We have access to extensive databases with more than 75,000 respondents with different profiles.

The quality of recruitment for focus group interviews is crucial to obtain usable and reliable results. We follow a proven process which ensures accurate recruitment and high attendance.

Follow along live as the media storm rages

Rostra Research conducts Live perception focus group interviews in connection with media crises for companies and organisations. A media crisis or a critical TV program can destroy a brand in a few hours if the company does not react appropriately. And if the management – without input from the company’s primary target groups – decides on a reaction themselves. In that case, there is a tendency for them to neglect and repress the crisis – or accelerate it, because they themselves are involved and cannot assess the situation objectively.

The company’s management is often aware that a critical TV program is on the way. Rostra Research will therefore recruit for one or more focus groups, who must watch the TV program live and assess the claims that are made. The participants in the groups can be customers, business partners, employees, members or others whose attitudes and behavior are decisive for the company’s operation.

The participants are interviewed immediately before the TV broadcast. Afterwards, the participants watch the critical TV programme. When the program is over, the participants are interviewed about their experience and interpretation of the program. In this way, the company’s management gets an invaluable contribution from the most important target groups when it has to be decided how the company should act with its internal and external communication.

A concrete action plan is drawn up immediately after the program, which presents the initiatives that must be started already that evening or the next morning.

Reporting on the focus group interview

The focus group interview is reported with a report in an agreed format. Our reports are always tailored to the customer’s needs. If there are requests for a very comprehensive report with illustrative quotation passages and in-depth analyses, we deliver it. Most often, we deliver detailed reports with a focus on presenting all significant main conclusions as well as forward-looking, strategic and value-creating recommendations.

Reports from Rostra Research are of high quality and high reliability, as we are an independent and serious analysis company with many years of experience.

Connect with CEO Christian Olesen at co@rostrapr.com or +45 26 72 94 29 to learn more.