Focus Groups

Perhaps the most widely used (and misused) research technique, focus groups enable a small group of individuals to “focus” on a specific issue, initiative or product. Skilled facilitators are then able to elicit insights and views that can be used to mould and shape implementation.

 

The secret of valuable focus group work is in the skill of the facilitator(s). As with all research, a badly executed focus group will be a waste of money and time. Participants need to be carefully selected for their breadth of experience and for their ability to think objectively. It is absolutely vital that they be strongly connected to the issues or to the use of the initiatives and products in question.

 

Pye Tait usually records the events for further and deeper analysis.

 

Should focus groups be required with young people, all our field research staff hold enhanced CRB certification and Pye Tait Consulting is a member of SAFEchild.