Traditional Focus Groups

Focus groups are the best way to explore a topic in order to learn how respondents think, or to investigate the attitudes and beliefs that drive behavior. Traditional focus groups are led by a moderator with groups of 8-12 respondents. This size group is large enough to provide diverse opinions, while small enough to assure everyone participates.

We are advocates of the focus group moderation techniques taught at the RIVA Institute in Bethesda, Maryland, which create an environment that encourages openness and expression of diverse opinions to get the most from participants. Conversations move from broad to specific, and follow the organic discussion flow of the group. When a respondent brings up a point of interest we direct the talk to it, assuring we hear from each participant. This approach will provide you insights that aren’t blurred by moderator or participant biases. Groups can either be conducted in our on-site space with adjacent viewing room, or our moderators can travel to a location more convenient for you.

Traditional focus groups are best if you:

• Want an in-depth dialog that can help you understand the language respondents use
• Want to understand the attitudes and beliefs that drive thinking and behavior
• Are testing actual products or materials

Here are a few of our in person studies:

Maine Perinatal Health Disparities Study 

Market Decisions Research conducted in-person focus groups and interviews with pregnant and parenting people from BIPOC communities in Maine to better understand experiences with perinatal care, barriers to services, and disparities in care. Working closely with community partners, sessions were hosted in trusted settings with interpretation and culturally responsive facilitation. This approach helped participation from populations often underrepresented in research and informed recommendations to improve perinatal care systems statewide.  

Rural Maine Cancer Needs Assessment 

MDR conducted in-person focus groups with older adults with cancer living in rural Maine to explore experiences with treatment, access to care, and support needs. Sessions were held in local communities to reduce barriers to participation and create a comfortable environment for discussing sensitive topics. These in-person conversations provided deeper insight into the challenges faced by rural populations and informed recommendations for cancer support services across the state. 

Online Focus Groups

Market Decisions Research conducts virtual focus groups across a range of populations, including youth, rural communities, and hard-to-reach populations. Virtual groups allow for flexible scheduling, broader geographic reach, and increased accessibility – while still supporting in-depth and high-quality discussions. We regularly conduct virtual groups for public health and policy research, including studies focused on tobacco use, healthcare access, creative testing, community needs and more. 

Our Approach 

We design virtual focus groups to feel comfortable, engaging, and easy to participate in -especially for individuals who may be new to this type of research. 

• User-friendly platform
  We use Zoom, which is widely familiar and accessible for most participants  

• Pre-group tech checks
  We connect with participants ahead of time to walk through the platform, answer questions, and reduce barriers to participation  

• Flexible and inclusive design
  Groups are scheduled at convenient times (including evenings) and structured to support a range of comfort levels and communication styles. Online methods often make participation easier for individuals who may face mobility, transportation, or scheduling challenges. 

• Engaging activities
  We incorporate interactive elements such as polls, visuals, and screensharing to keep participants engaged and gather more detailed feedback 

• Client observation (when appropriate)
  Clients can observe sessions live without disrupting the conversation in a separate virtual “room” 

• Cost-Effective
  Virtual groups and interviews reduce travel, facility, and staffing costs, making qualitative research more affordable without sacrificing quality. 

When Virtual Focus Groups Work Best 

Virtual focus groups are particularly effective when: 

• Participants are geographically dispersed  

• The study involves rural or hard-to-reach populations  

• Flexibility and convenience are important for participation  

• Topics can be discussed comfortably in a remote setting 

• To save costs 

Here are a few of our virtual studies:

Vermont Tobacco Messaging Virtual Focus Groups 

MDR conducted four online focus groups with Vermont adults who currently or formerly use tobacco to better understand attitudes, behaviors, and drivers of use. The groups also focused on message testing to inform future statewide tobacco prevention efforts. Sessions were conducted virtually to maximize participation.  

Utah Community Needs Assessment – Virtual Focus Groups with Vulnerable Adults 

As part of a statewide needs assessment for the Utah Department of Health and Human Services, MDR conducted virtual focus groups with vulnerable adults to understand service needs, barriers, and lived experiences. This work complemented a broader mixed-methods study and made sure perspectives from both urban and rural populations were included. Findings informed recommendations to improve services and support systems for vulnerable adults across the state.