LOOYS / FOCUS GROUPSFocus groups:
Focus groups:
research and analysis
- Improve your product around customers’ needs rather than assumptions
- Reduce costs and customer acquisition costs, and increase profit
- Find out what customers are genuinely willing to pay for in your product
- Learn why customers buy from competitors instead of you
FOCUS GROUPS / LOOYSFocus groups
Focus groups
for your business
Looys manages focus-group research from start to finish: participant recruitment, discussion guides, moderation, audience analysis and recommendations for product, sales and marketing.
- Research coverage
- Russia, Armenia, the CIS, USA and Europe
- Basic study
- 3 focus groups · approximately 30 days
- Basic package price
- from $2,790Packages and formats
Test products, concepts and communication with your target audience. We tailor the participant mix and discussion guide to your research goals.
01 / YOUR CHALLENGE#01 #02 #03 #04 #05 #06
Common business challenges
You do not understand why competitors sell more
You need to define the positioning of a new product
Advertising campaigns are not delivering the results you expect
Service problems are difficult to identify
Your product is losing its relevance
02 / THE METHOD
How does it work?
A common misconception is that focus groups are a quick way to research customers: gather a few employees, show them a product, explain an idea and get instant feedback. There are two problems with this approach.
First, employees should not be used as respondents because they have a vested interest. Talking to this group will not reveal new things about your product and can take you further away from customers’ actual needs.
Second, the method involves more than a casual conversation. Focus groups require a discussion guide, questions prepared by topic, participants selected against clear criteria and a trained moderator who does not steer people toward a particular answer. This matters because a group can easily be influenced, leading to misleading findings.
Focus groups are a qualitative product research method involving people from your target audience, rather than simply a collection of opinions. A professional moderator leads a discussion about a product, service or problem. The deliverables include an analytical report with findings and conclusions, recordings and transcripts. These findings lead to changes in previous business decisions in 99% of cases.
WHY USE FOCUS GROUPS?01 02 03 04 05 06
Six questions businesses ask most often
What really matters to customers in our product, and what are they willing to pay for?
Why do people buy from competitors instead of us?
How can we build a product customers love and keep coming back to?
How do we find the right customers instead of an uninterested audience that does not understand the product?
Which problems does our product solve, and how else do people solve those problems?
Does the market need our product, and how can we create something people truly need?
03 / HOW WE WORK01 02 03 04
How do we conduct focus groups?
Remote sessions
In 98% of situations, meeting participants in person is unnecessary, so we organize online focus groups for speed and convenience. Remote product testing is now straightforward. Online sessions also broaden the reach of research, which helps when entering new regions or gathering views from people in different cities.
The right number of participants
Each group includes five or six people who closely match the product’s target audience. We avoid large groups of nine or ten because they often produce less detailed findings.
Extended sessions
Our focus groups run for 1.5 to 2 hours. This gives us time to explore participants’ opinions about the product or service, their lifestyles, how they use the product and how they make purchase decisions.
The complete research cycle
We manage the entire study: recruit participants promptly, provide a qualified moderator, record the sessions and present a report with the analysis and conclusions, alongside recordings and focus-group transcripts.
BEYOND QUESTIONNAIRE ANSWERS
Why use a focus group when I could run a survey?
The value of discussion
A group brings together participants and their different experiences. This live format creates engaging, unexpected discussions that other formats cannot offer.
04 / FROM QUESTION TO DECISIONHow the
How the
research works
#01Research goals and objectives
Would focus groups be the right approach, or do you need in-depth interviews? That depends on your research objectives. We help select the method that fits your goals.
#02Quotas
We define the audience segments to study and the number of people in each. These often include loyal customers, dissatisfied customers and those who switched to competitors, but other segments may also be relevant.
#03Screening questionnaire
People within each segment must share the characteristics that matter to your business. For example, if we study customers with children, every participant should be a parent with relevant purchasing experience. People without children or whose purchase falls outside the required period should not be included. This helps ensure the findings describe the intended segment and support conclusions about what those customers think.
#04Discussion guide
In simple terms, this is the question list for a focus group. It is organized by topic and tailored to each segment, often with substantial differences. A 90-minute session typically uses around 40 questions. Wording is kept as neutral as possible so participants are not nudged toward a preferred answer.
#05Recruitment
Our recruiters find people who meet the screening criteria and schedule the focus groups. Sources include your customer database, our participant databases, relevant online communities and forums, and professional networks.
#06Focus group session
We conduct the session. The interviewer responds to participants’ moods, creates a trusting atmosphere and follows the discussion guide.
#07Transcription
Listening through interview recordings is time-consuming, especially when you need to find a specific passage. We transcribe every interview before passing it to the analyst. The transcripts are also provided to you at the end of the project.
#08Report
An expert prepares the analysis and recommendations for changes in your business based on the focus-group findings. These recommendations form the final deliverable of the research.
05 / LOOYS01 02 03
Why choose us?
Research experience
We have worked with this method since 2020, learning from experience and addressing blind spots. Today our studies give clients decisions they can act on, rather than leaving them with even more questions.
Complete project delivery
You do not have to write the discussion guide or find participants. Our professional moderators run the sessions, and access to extensive databases helps us recruit the right people.
Project management
We carry out the research and manage the team. A dedicated project manager coordinates your study and keeps you informed throughout.
06 / FORMATS AND PRICINGChoose your
01 / FOCUS GROUPS 02 / COMPREHENSIVE RESEARCH
Choose your
research format
Basic audience study
3 focus groups with 5–8 people per group
approximately 30 days
from $2,790$3,490
What is included:
- Segment your audience and create personas for each segment
- Analyze purchase triggers and barriers
- Uncover audience insights about your product
- Analyze why customers choose competitors instead
- Identify the product’s key selling points that consumers are willing to pay for
- Map the customer journey (CJM)
- 15+ actionable recommendations for product, sales and marketing
- Present the findings to your team in a two-hour session
Audience, market and competitor research
3 focus groups + desk research
approximately 30 days
from $3,690$4,790
What is included:
- Market overview: size and dynamics
- Analyze purchase triggers and barriers
- Market best practices
- Uncover audience insights about your product
- Segment your audience and create personas for each segment
- Identification of consumer, social and economic trends
- Analyze why customers choose competitors instead
- Identify the product’s key selling points that consumers are willing to pay for
- Map the customer journey (CJM)
- 15+ actionable recommendations for product, sales and marketing
- Present the findings to your team in a two-hour session
NEXT STEPS
What clients often commission after focus groups
Marketing strategy development
Build your marketing approach: company positioning, brand communication channels, a development strategy for each channel, budgeting and an implementation plan.
Brand platform development
Define the essence of your company: its mission, positioning and values. Establish what sets you apart from other businesses.
Competitive intelligence
Understand competitors’ strategies to strengthen your market position: advertising budgets, strategic priorities, campaigns, promotions, special offers, price monitoring and more.
Focus-group topics and approaches
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LET’S DISCUSS YOUR CHALLENGE
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