The "focus group" (also "group discussion") is a method from the qualitative social research which is applied in many fields of market research.

Based on a guideline, an experienced moderator initiates an 1.5 to 2 hour group discussion with six to ten sometimes twelve people. The free but still targeted interviewing of the moderator and the intensive treatment of individual topics reveal attitudes and opinions that could not be detected at this depth in a standardized interview. Moreover, opinion-forming processes can be traced and from the dynamic, the kind of argumentation and the non-verbal communication conclusions concerning the test object can be drawn.

The participants of a focus group thereby often typify typical representatives of a marketing target group, media user group, etc.

In the result, focus groups disclose the various and often unknown problem dimensions. In addition, through creativity techniques proposals for solutions can be generated which provide rich input for the development of marketing and advertising strategies, product development, optimization of services and much more.

House of Research has wide experience in the recruitment of appropriate test persons, the moderation, as well as the reliable analysis and result presentation.