Focus group discussions are a popular method of obtaining information and insights. Focus groups are conducted in order to understand how customers think about new products and services, to test new ideas, and to gain insights. One of the dangers of focus groups is to assume they are statistically representative of the population under study, even if the focus groups are conducted in multiple markets.

Moderating and recruiting are the two most important elements of a focus group. Without effective and expert moderating, the focus groups are not likely to go well. And, without careful and effective recruiting/screening, it is unlikely the focus groups will have the right respondents.

Since our emphasis is health care, we only use our own expert moderators who know the health care field and who have years of experience. We often conduct focus groups on highly technical topics with health care providers who are themselves experts in the field. As a result, it is necessary for our moderators to be expertly trained on highly technical subjects and procedures. Therefore, having moderators who have worked in health care and who understand the field is extremely important.