A method for collecting qualitative data and determining the direction to take.
Exploring a new product idea, testing a concept, launching a solution, or adjusting an offer without consulting the people involved is a costly risk. Blind spots emerge, internal assumptions take over… and bad surprises pile up.
The focus group is a qualitative research method that enables organizations to gather direct feedback from customers and stakeholders. Still, you need to know how to plan, organize, and moderate it to draw truly actionable insights.
This training equips participants with the tools and best practices needed to design, organize, and facilitate effective focus groups that support project success and informed decision-making.
Is it for you ?
Professionals across all departments, particularly those in Marketing, including Marketing Directors, Product Managers, Project Managers, Marketing Coordinators, Project Officers, Engineers, and Innovation Managers.
Prerequisites
None. Participants will benefit most from this training if they have some experience in marketing research, product development, or project management, or if their role requires them to consult customers, users, or other stakeholders.
What You'll Walk Away With
- ✓ Understand when and why to use a focus group rather than alternative research methods.
- ✓ Gain a clear framework for planning, recruiting, and organizing a focus group from A to Z.
- ✓ Strengthen your facilitation skills to encourage meaningful discussions and generate actionable insights.
Training content
1 Understanding when to use a focus group
- Definition, advantages, and limitations of focus groups
- Reasons for using this method and selecting an appropriate setting
- Examples of focus group applications
2 Structuring and preparing a focus group
- Refining the discussion guide
- Participant recruitment and selection logistics
- Session structure and flow
- Question design and facilitation approach
- Results analysis and action planning
3 Applying facilitation best practices
- The role and mindset of the moderator
- Focus group facilitation techniques
- Practical exercises based on real-world business scenarios
📌 Practical information
Our training sessions are offered in Montreal or Quebec City, in person or in a virtual classroom. Dates and locations are specified when you select your session below. If you have any questions, check out our FAQ.
