who we are

From the beginning we recognized the flaws in the way other focus group firms work and developed our own approach for ensuring as much authenticity as possible.

By first focusing on your objectives, we create a question guide that is strategically designed to get to the root and underlying rationale behind participants responses. This process also helps us determine the Demographic Composition of the specific group of people invited to attend.

Our sessions are different in that we learned early on that certain things tend to skew behavior and answers: the two-way mirror and the video camera.

People who know the client is watching through a two-way mirror will “play to the client,” trying to please them. Similarly, some people who know they are being videotaped will act out and “play to the camera” while others will close down out of fear or self-protection.

Consequently, FocusFirst only records the audio during our sessions. We have found that most participants are not intimidated by this approach and actually forget the recorders are there. Plus, they appreciate the need for accurately capturing their answers.