Focus GroupsQualitative Answers in a Conversational Setting

Through the use of focus groups, Guideline gathers in-depth, qualitative information on any topic, product or idea. By providing a dynamic, conversational setting among a small group of participants, we provide in-depth information that is not always possible to collect within the structure of a quantitative study.

Focus Groups typically precede a quantitative research initiative, but they may also be used post-survey to provide interpretations of study findings. Or, they may also be used as a stand-alone research method in a case where qualitative findings are adequate to the issue under investigation.

Participants interviewed may include consumers, business executives, physicians and other healthcare professionals.

Guideline provides start-to-finish focus groups services, including:

• Project design
• Participant recruitment
• Development of discussion materials
• Management of facility logistics
• Moderating
• Transcription of discussion
• Analysis
• Report and presentation of findings