Focus Groups

Focus group testing offers an interactive, face-to-face research process for your business. Focus groups allow our researchers to gauge the initial reactions to new materials and concepts, flush out quantitative survey results, and probe deeper with follow up questions. They are a fast and affordable way to bring out new ideas, test creative material, and develop more formal surveys. Our focus group moderators are trained to conduct a structured research process while making respondents feel at ease.

What we've done for others.

New service development
In 2002, Horizon Research conducted focus groups for a hospital considering development of a new center to provide a set of related health care services. As a result of the focus groups, we were able to recommend features of the services and features of the center that are most important to users.

Ad concept testing
In 2001, Horizon Research Services conducted a series of focus groups among business owners and decision-makers in Missouri. The focus groups were used to test concepts for use in an insurance company's ad campaign to be launched later in the year.  Horizon Research Services has conducted similar studies for many other businesses and organizations in the fields of healthcare, banking, education and others. 

Student recruitment study
Horizon Research Services designed and conducted a series of seven focus groups with high school seniors and the parents of high school seniors in 1999 to determine the processes that influence their decision about which college to attend. Images and perceptions of the University of Missouri-Columbia were discussed with the participants and their suggestions solicited. The final report consolidated all findings, gave conclusions, and made recommendations that were used to guide recruitment and publications planning for the University.