Focus groups are moderated discussions with 10-12 participants that are designed to generate ideas or solutions to a problem by discussing it in a group. The goal is to encourage interaction between participants on a series of topics. Focus groups are best when used to generate ideas and stimulate discussion about a new concept or product.
The topics covered during a focus group are similar to those of an individual in-depth interview; however, focus groups often provoke more ideas, spontaneity and openness than can be expected in an interview. eVŌC Insights conducts Focus Groups using state-of-the art facilities across the United States and abroad that are equipped with two-way viewing capabilities.
Participants are selected based on the target user demographics of the website or concept in question. In addition to promoting open discussion and candor among the participants, the moderator can also show basic concepts or designs to the group to promote and generate feedback.
eVOC recommends conducting focus groups when you are in the needs assessment phase or concept testing phase of a website, an online tool or application, or an online media campaign.
Key insights from focus groups help refine proposed products and key concepts prior to development to ensure the product or concept meets the necessary requirements with target users to be a success. Focus groups enable collective discussion to help legitimize concepts and ensure they meet the needs of a broader audience. They are also effective when comparing different media campaign images, design and messaging to ensure the best campaign wins.
eVŌC Insights leverages years of experience in voice of customer research to help you understand the thoughts, attitudes and behaviors of your customers online.
"Over the last three years, we have worked extensively with eVŌC Insights to help us with a broad range of research needs. The consultants at eVŌC are very effective at both strategic and tactical levels, and have strong knowledge of our industry and of Web best practices in general. The insights gained have impacted our business strategy and have resulted in clear improvements on key performance measures such as online conversion. We highly recommend the team at eVŌC."
— Barrie Seidenberg, President / CEO, Viator.com