Focus Groups — Qualitative Market Research With Real Target Audiences
Group discussions, in-depth interviews, qualitative sessions: methods that deliver depth.
A focus group brings 6–10 genuine representatives of your target audience to the table. Under professional moderation, insights emerge that no questionnaire can deliver. Whether on-site group discussion, online session, or in-depth interview: We exclusively recruit Fresh Recruits, moderate your study, and deliver robust results — nationwide.
Request Focus GroupWhat Is a Focus Group — and Why Do Companies Rely on Them?
A focus group is a proven method in qualitative market research. In a structured session, 6–10 participants discuss products, brands, concepts, or communications under professional moderation. The group discussion lasts 90–120 minutes and uncovers motives, attitudes, and decision-making processes that remain hidden in standardized surveys. According to ADM, only about 8% of market research spending goes into qualitative research — even though this format delivers the deepest insights.
The advantage of a focus group over quantitative methods: You learn not just «what» your target audience thinks, but «why». The group discussion generates spontaneous reactions, emotional evaluations, and controversial perspectives. Mini-groups with 4–5 participants are suited for specialized questions, while classic sessions with 6–10 people capture the full range of opinions.
Complementing the group format, we use in-depth interviews: one-on-one conversations lasting 45–60 minutes for sensitive topics, B2B decision-makers, or hard-to-reach target groups. A B2C in-depth interview costs approximately EUR 600, a B2B interview approximately EUR 750. Face-to-face, by phone, or via video — the method adapts to your research objective.
The decisive factor: All participants in our qualitative sessions and in-depth interviews are Fresh Recruits. No professional test subjects, no over-recruited panel members. We recruit specifically according to your criteria. Because only with genuine target group representatives do genuine insights emerge in qualitative market research.
Qualitative Research Methods at a Glance
Whether classic group discussion, digital focus group, in-depth interview, or creative workshop — we find the qualitative method that fits your research question.
On-Site Focus Groups
Classic group discussions with 6–10 participants in professional studios. Observation room with one-way mirror, recording technology, and livestream. Organized nationwide — in our own facilities or flexible partner locations. Duration: 90–120 minutes per session.
Online Focus Groups
Digital group discussions with professional moderation, recording, and technical support. Ideal for cross-regional, international, or hard-to-reach target groups. Important: The depth of insight from an online session is systematically below in-person levels — we advise you honestly on the best format.
In-Depth Interviews
One-on-one conversations lasting 45–60 minutes for deep insights. Face-to-face, by phone, or via video. Particularly valuable for sensitive topics, expert interviews, and B2B research. Cost: approx. EUR 600 (B2C) or EUR 750 (B2B) per in-depth interview.
Group Discussion Workshop
Moderated co-creation sessions and creative workshops with your target audience. Ideal for product development, concept testing, and innovation projects. The group discussion is designed interactively — with brainstorming techniques, collages, and prototype feedback.
How Your Focus Group Works
Four phases — one point of contact. From briefing to the final report of your qualitative study.
Briefing & Guide Development
Together we define the research objective, target audience, and methodology of your qualitative session. We develop a structured discussion guide with the right questions, stimuli, and exercises — tailored to group discussion or in-depth interview.
Recruitment With Fresh Recruits
We recruit suitable participants for your study — exclusively Fresh Recruits according to your criteria. Multi-stage screening ensures that only genuine target group representatives participate. We recommend at least 2–3 groups per target audience for robust results.
Execution & Moderation
Professional moderation of your session in the studio or online. Observation via one-way mirror or livestream for your team. Complete audio and video recording. Duration: 90–120 minutes per group discussion.
Analysis & Reporting
Systematic analysis of all sessions and in-depth interviews: content analysis, key quotes, patterns, and actionable recommendations. You receive a results report according to industry standards and, on request, a presentation.
Quality According to GDPR Standards and the General Market Research Code of Conduct
A focus group is only as good as its participants and moderation. Working with professional test subjects and improvised guides yields surface-level results — not real insights from qualitative research. That is why we insist on methodological rigor according to GDPR and the general market research code of conduct.
Our qualitative sessions are based on methodologically sound discussion guides, experienced moderation, and careful recruitment. Every participant is a Fresh Recruit — not a panel subject completing their twentieth group discussion. Every session is professionally documented and systematically analyzed.
The result: Qualitative insights from group discussions and in-depth interviews that are robust. Concrete decision-making foundations for product development, communication, and strategy — grounded in the voices of real target audiences.
Your Advantages with Eleono
- 100% Fresh Recruits — no professional test subjects in the group
- Experienced moderators with industry expertise for group discussions and in-depth interviews
- Studios with observation rooms, one-way mirrors, and livestream nationwide
- Online sessions with professional technology and recording
- GDPR-compliant methodology in line with the general market research code of conduct
- Flexible: single session, multi-wave studies, or in-depth interviews
Focus Groups Across Germany
Studios and partner locations in all major cities. Or we come to you with mobile technology — for your on-site group discussion.
Real Target Audiences, No Professional Subjects
Every participant in your session is specifically recruited for your study. No over-recruited panel members. This is our USP in qualitative market research.
Experience With Focus Groups and In-Depth Interviews
Thousands of moderated qualitative sessions, group discussions, and in-depth interviews — cross-industry and international.
Frequently Asked Questions About Focus Groups
What is a focus group?
A focus group (also called group discussion or qualitative session) is a method of qualitative market research. In it, 6–10 participants discuss a specific topic under professional moderation — such as a product, a brand, or a communication concept. The goal is to understand motives, attitudes, and decision-making processes that are not visible in quantitative surveys.
How much does a focus group cost?
A single on-site focus group typically costs between EUR 3,000 and 8,000 — depending on recruitment effort, studio environment, and analysis scope. Online sessions are often more affordable. In-depth interviews cost approximately EUR 600 (B2C) or EUR 750 (B2B) per interview. We recommend at least 2–3 groups per target audience and provide an individual quote.
How many participants does a focus group have?
A classic focus group comprises 6–10 participants. For specialized questions, we work with mini-groups of 4–5 people. The optimal size depends on the topic and target audience. Groups that are too small generate insufficient dynamics; those that are too large become difficult to manage.
How long does a focus group last?
A typical session lasts 90 to 120 minutes. In-depth interviews run 45–60 minutes. Workshop formats such as co-creation sessions can span half a day or a full day. The duration is aligned with your research question during the briefing.
Online or on-site — which is better?
Both formats have strengths. On-site sessions enable more intense group dynamics, the use of physical stimuli, and observation through a one-way mirror. Online groups offer flexibility and access to cross-regional target audiences. However, the depth of insight from digital formats is systematically below in-person levels. We advise you honestly on the best approach.
What is a Fresh Recruit?
A Fresh Recruit is a participant who does not come from over-recruited online panels and is not a professional test subject. At Eleono, all participants are specifically recruited for each individual study — according to your criteria such as age, gender, purchasing behavior, or industry. Only this way do you receive authentic opinions in the discussion instead of rehearsed answers.
Are focus group results representative?
No — and that is intentional. The method delivers qualitative insights: deep understanding of motives, perceptions, and decision-making processes. Statistical representativeness is the domain of quantitative methods. The strength of this format lies in understanding the «why» — not in counting the «how many». Both approaches complement each other ideally.
Can the client observe the focus group?
Yes. For on-site sessions, you observe the group discussion live through a one-way mirror in the adjacent room. For online groups, we set up a protected livestream. This allows you and your team to follow your target audience's reactions in real time — without influencing the dynamics of the discussion.
Ready for Real Insights From Your Focus Group?
Talk to us about your qualitative market research. Whether group discussion, in-depth interview, or online session — we find the right method, recruit Fresh Recruits, and deliver results.
Request Focus Group Now