Focus Groups

All focus groups are not equal! While on the surface it may seem they are simple group discussions led by a moderator, there are so many ways for results to be tainted that skill, training and experience are a must. Throughout his career, Daniel Oromaner conducted almost 1,000 focus groups. He has been published on the subject, has presented to international conferences, and he co-created a very successful training program to teach moderators the right way to conduct group research. He has been called one of the top focus group moderators in the nation, yet we at The Qualitative Difference do not rest on our laurels.

Whether the project is business-to-business, business-to-consumer, or an employee study--properly conducted qualitative research can rival the predictive ability of a well-formulated quantitative survey.

Yet, small mistakes made in the recruiting criteria, the recruiting method, formulating the questions, or in choosing the order of questions can all skew results. In addition, the moderator's conduct, body language, expressions, and selection of respondents to answer each question can influence what participants say�and choose not to share.

We recommend utilizing a moderator who has:

• A high-level of expertise, sensitivity and insight
• Experience in many industries, and types of studies
• Conducted panels in most major cities throughout the United States and Canada
• And, one who can distill hours of discussion into a report that provides clear findings and actionable recommendations.

For a hint about who we recommend, please click on Executives