Research methods

Focus groups

The Mustard team has recruited, moderated, analysed and reported on more than a thousand focus group discussions. It remains a key method within the qualitative researcher’s toolkit, and one at which we excel.

Mustard focus groups

The creative dynamics of focus group research is often invaluable. Our experienced moderators are adept at managing these group dynamics – encouraging quieter and managing the more dominant respondents. See our top 10 moderator tips for more practical advice.

Behind every good moderator is a carefully constructed discussion guide - with flow, creative exercises and flexibility built in. Our focus group discussion solutions often involve much more than just discussion, as well as projective techniques allowing us to gain a more detailed understanding of motivations and perceptions.

Our traditional focus group discussion group offer is enhanced by a series of bolt-ons and variations which can be deployed as appropriate. Including: 

  • Pre-group homeworks / tasks - e.g. online/offline diaries, scrapbooks, tasks, adding context to discussion and saving valuable time
  • Mini-groups - fewer respondents (4-5) allow for greater depth and understanding of individual circumstances
  • Conflict groups - recruitment profiles designed specifically to focus on conflicting attitudes and behaviours
  • Mutual-understanding sessions - involving the client directly
  • Reconvened groups - respondents meet again to continue discussions or to provide comments on how products, services, communications etc. have improved 

Mustard focus groups can be filmed or streamed as required.