Group-57-4 Focus Groups
Qualitative Insight for Stronger Brands, Products & Communications

Focus Groups

BrandSpeak delivers expertly moderated B2C and B2B focus groups across a wide range of sectors, including FMCG, financial services, technology, healthcare, telecoms and retail, to reveal the needs, expectations, behaviours and decision drivers of target audiences.
We conduct in-person and online groups worldwide, providing insight to refine brands, optimise propositions and strengthen communications and customer experience strategies.

What Are Focus Groups?

Focus groups are moderated discussions, typically with 4–8 carefully recruited participants who reflect the client’s target audience.
Before each group, the moderator prepares a structured discussion guide to explore every project objective in depth. Pre-tasks or follow-up exercises may be included, where helpful.
Sessions take place online, in viewing facilities or in suitable meeting venues, and typically last 90–120 minutes.
For international fieldwork, local moderators lead the discussions and simultaneous translation is provided for clients.
After fieldwork, clients receive a comprehensive debrief including:
– A clear summary of audience feedback
– An interpretation of what the findings mean for the brand or proposition
– Commercial recommendations outlining the actions required for growth

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The Benefits of Market Research Focus Groups

Focus groups give brands direct access to audience thinking, supporting faster, clearer and more confident strategic and commercial decisions.

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Understand Customer Expectations More Clearly

Focus groups reveal the motivations, frustrations and decision-making processes influencing audience behaviour. This enables organisations to align products, services, communications and experiences with what customers value most, replacing guesswork with evidence-based insight.

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Reduce Risk in Innovation and Development

Concepts, propositions and early ideas can be explored and challenged before significant investment is made. This feedback highlights which elements require refinement, ensuring development is guided by real audience reactions.

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Strengthen Competitive Positioning

Focus groups uncover perceived strengths and weaknesses across key competitors. This helps organisations understand how their brand compares, identify opportunities for clearer differentiation and decide where competitive advantage can be built or defended.

Focus Group Research Services

Our focus group services support brand, product, communications and experience development and are commonly used for:

Frequently Asked Questions

Find answers to common questions about Focus Groups.

How to Get Your Insights

We support qualitative research in 40+ global markets, working with native-speaking moderators and trusted in-market partners to ensure cultural accuracy and insight quality. Wherever your audience is, we can reach them and deliver insight that drives better decisions.

Step One

Fill in the form and click submit.

Step Two

Our team will contact you within 24 hours.

Step Three

We learn about your needs and goals and how to achieve them.

BrandSpeak in Numbers

A quick snapshot of the scale and experience we bring to every project.

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Depth Interviews

BrandSpeak is proud to be a member of both The Association for Qualitative Research (AQR) and The Market Research Society (MRS) — demonstrating our commitment to quality, ethical practice and industry-leading research standards.

BrandSpeak Blogs

Client Feedback

We partner with ambitious clients and capture their stories.

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We worked with Brandspeak on a brand awareness project and we were extremely pleased with the quality of service and the process. They understood the complexity of the briefs and asked plenty of questions to make sure they fully understand the objectives. They interacted with all levels of people in our business and understood the differences within the market and suggested ways to tie the research together so it was still comparable. The results were delivered with easy to digest summaries that could be used across the business. We would highly recommend using them. 

Lauren Williams

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Very informative, easy to work with and a really friendly team. I would recommend Brandspeak to help any business grow. They are great quality for money, help niche sectors and present their findings in an understanding manner. They have provided a brand review, market review post-covid to ensure we are still up to date, along with two very valuable website reviews. Working with them for qualitative and quantities research has a been fantastic for us. Thank you for all your help!

Sarah Twist – Marketing Manager

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It’s been an absolute pleasure to work with Brandspeak on our qualitative assessment of different ads across 5 EU markets. Throughout this project, Brandspeak have been expert, professional and so flexible with our requirements and timings. The research analysis that they provided us with was extremely valuable and insightful. I look forward to working with them again – highly recommend! 

Zanya Fahy

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Great service from Brandspeak – highly recommend for thoughtful and detailed brand measurement and tracking.

Georgie Burks, Brand Marketing Lead

Brandspeak recently conducted a complex and sensitive piece of research for us across the US, China, India and Europe. The work was carried out with the utmost professionalism (particular thanks to Jen!) and has provided us with invaluable insights that exceeded our expectations. A great team to work with and thoroughly recommended!

Tom Green

We wanted to understand how elements of our brand were perceived by consumers and identify opportunities where we could make improvements. Brandspeak clearly understood the brief and worked closely with us to develop a research approach that would answer our questions. The insight has been used to inform the development of our creative and also applied to other areas of our marketing communications. It was a pleasure to work with Brandspeak.

Strategy & Insight Manager | Animal Friends Insurance

Tonnjes_Blue Focus Groups

Brandspeak helped us with getting invaluable market insights! They showed great flexibility and professionalism throughout the entire process and provided us exactly with the results we needed. I would recommend working with Brandspeak to anyone and anytime.

Tom Suberg

From the moment I contacted Brandspeak I can’t thank Jeremy and his team enough. Offering a professional approach they took the time and effort to make the whole process easy and effortless. I highly recommend Brandspeak and look forward to working with them again in the future.

Verity Kimber

From their initial proposal they displayed an understanding of financial services and a clarity of thinking that made them stand out. Since then they have consistently delivered to demanding timescales. But what really sets them apart are their actionable and business focused recommendations which give them the credibility to influence senior internal stakeholders. I have really enjoyed working with them and look forward to doing so again.

Leading life and pensions provider

It is always a pleasure – and a relief! – to work with researchers who get the whole thing – effortlessly… a heartfelt thanks.

DLKW

Work with BrandSpeak

With offices across major cities we provide global reach with local expertise.

London

+44 (0) 203 858 0052

1st Floor, 239 Kensington High St, London W8 6SN

Bristol

+44 (0) 1174 07 0187

2430 / 2440 The Quadrant, Aztec West, Bristol BS32 4AQ

Birmingham

+44 (0) 121 314 4647

The Lewis Building, Bull St, Birmingham B4 6AF