Strategy

Focus Groups

Explore stakeholder views in open discussion.

Small group discussions to explore stakeholder opinions and attitudes in a collaborative setting.

Type
Discussion
Time
60 minutes
Group size
6-10 people
Best as
Stakeholder research
In depth

A little more detail.

Three people discussing colorful sticky notes on a transparent board in a teamwork session.
When to use it

Use Focus Groups when you want to explore stakeholder opinions and attitudes in a collaborative setting, hearing how views form and differ in conversation. A small, guided discussion surfaces the reasoning behind opinions in a way a survey cannot.

Illustration of a woman with orange hair holding a tablet and giving a thumbs up.

Use it when

  • You need qualitative insight into how a stakeholder group thinks and feels.
  • The topic benefits from people building on and challenging each other's views.
  • You want to test messages, ideas or plans before a wider rollout.

Not the right tool when

  • You need large-scale, comparable data across many people. Use Online Surveys.
  • The subject is sensitive and people will speak more freely one to one. Use Stakeholder Interviews.
Use it with your team

This tool works best in a well-facilitated room.

Using this tool with a skilled facilitator means that discussions are focused, time is used efficiently, and the group moves toward consensus, making the session productive and impactful.

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