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Focus group research

Facilitated group sessions to understand your customers' thoughts and behaviours

Why do we do focus group research?

Focus group research delivers:

  • Invaluable results, findings and insights into the way your customers think
  • Data that feeds directly into future digital customer experience design and strategy decision-making
  • Insight into how your target market perceives your brand, digital touchpoints and offerings
  • Evidence on how people react to a particular interface or design, as well as feedback on new ideas and concepts for your digital platforms

What does a focus group study involve?

  1. First, we'll work closely with you to precisely define the research objectives, scenarios and who we're going to recruit for the study

  2. Next we'll work with specialist recruiters to source appropriate participants for the focus groups, no matter how obscure your target market is

  3. The focus groups are all led by highly experienced Webcredible moderators and involve people from your target market discussing a specific range of topics

  4. The focus groups usually take place in our purpose-built research facilities, complete with microphones, cameras and one-way mirror so you can watch the focus groups live

Focus group taking place at our office

Advantages of focus groups

  • Quick and relatively easy to assemble
  • People are able to build on one another's responses and come up with ideas they might not have thought of in a one-to-one interview
  • Participants can act as checks and balances on one another - identifying factual errors or extreme views

When's the best time to do it?

Focus groups deliver a useful level of insight, which can be analysed with further user research to create a successful customer experience strategy.

Findings from focus groups - especially blue sky thinking - also feed into our user experience design work, where we plan and design your digital platforms the way they should be.

Like what you see?

How exciting, let's get started

Our end-to-end UX process

  • Cultivate

    We transform businesses to embed innovation and customer-centred thinking

  • Investigate

    We carry out research to understand your customer needs

    You are here

  • Innovate

    We disrupt industries with new digital products and ways of working

  • Accelerate

    We design to re-imagine and optimise digital (& non-digital) experiences

Tools we use to investigate

We carry out research to understand your customer needs

  • Usability testing

    One-to-one research to understand how end users actually interact with your digital touchpoints

  • Google Analytics & data analysis

    Insight to highlight how users are interacting with your website and digital touchpoints

  • Market & competitor research

    Research and analysis into the external factors that affect your organisation

  • In-depth interviews

    One-to-one discussions to get truly inside your customers' minds

  • Diary studies

    Detailed insights into real-time behaviour and feelings, recorded as they occur

  • Focus group research

    Facilitated group sessions to understand your customers' thoughts and behaviours

    You are here

  • Guerrilla research

    Faster, cheaper and less formal research with customers wherever they might be

  • Card sorting

    Research method to organise the content and navigation of digital touchpoints

  • Ethnography

    Shadowing your audiences in their natural environment to gain in-context insights

  • Personas

    Fictional characters typical of your target audiences and based on research findings

Are we right for each other?

  • We'll set you up for a digital world We innovate, do training, change cultures, and design products and services to transform business performance

  • We spend a lot of time with your customers We use insight to drive all decision-making, helping you build deep and meaningful customer relationships

  • Collaboration is in our DNA We’ll take you on the journey with us, collaborating throughout to gain the highest levels of stakeholder buy-in

  • We'll get you from A-B, fast Our heritage as a UX agency enables us to work in an agile way, facilitating rapid innovation and problem solving

  • We really know what we’re doing We've been doing experience design, UX, service design and digital transformation for ages, before they became buzz words

Don't take our word for it, see how we investigate in action

  • SSE

    User experience partnership shapes rapid digital transformation

  • Dulux

    Multi-award winning augmented reality app helps sales increase by 65%

  • Public Health England

    Service design to integrate health apps into the NHS, changing how care is delivered nationwide


    Ongoing program of research to help users more easily plan holidays

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