The Different Types of Focus Groups

If you’re participating in a focus group for the first time (or even the fifth), it can be helpful to know what kind of group you’re stepping into. Below is a breakdown of the most common types of focus groups and what to expect in each one.

1. Product Testing Focus Groups

These sessions are all about evaluating a physical product—either one that already exists or a prototype that hasn’t hit the market yet. You might be asked to use or observe a product and then share your honest opinions on its look, feel, function, or usefulness.

What to Expect:

• You may be given a product to hold, test, or try out.
• Questions might focus on usability, packaging, pricing, or first impressions.
• Companies are often looking for deal-breakers—what would make you buy (or not buy) the item?

2. Advertising and Messaging Focus Groups

In these sessions, you’ll likely be shown commercials, social media ads, taglines, or packaging mockups. The goal is to understand how the messaging lands with real people—before it goes public.

What to Expect:

• You’ll watch or read sample ads or messages, then react to them.
• Questions often focus on emotional response: Did it make sense? Did it resonate? Was anything confusing or off-putting?
• Your feedback may help shape the final campaign.

3. Concept Testing Focus Groups

Sometimes, companies want feedback on an idea before anything has been built. These sessions explore early-stage concepts—like an app idea, new service offering, or business name.

What to Expect:

• You’ll be introduced to a rough concept and asked for your thoughts.
• You might discuss your needs, pain points, or whether the idea solves a real problem.
• You’re helping determine if the idea is worth pursuing.

4. Political and Social Issue Focus Groups

These groups are often used during elections, policy research, or advocacy campaigns. You’ll be asked about your values, opinions on current issues, or reactions to political messaging.

What to Expect:

• You may hear talking points or campaign messages and respond to them.
• The moderator may explore how certain phrases or images affect your opinion.
• These sessions may include more sensitive or personal questions—but your honesty is what makes them valuable.

5. Trial or Mock Jury Focus Groups

These unique sessions simulate a courtroom experience. Attorneys present a case summary, and participants—acting as jurors—share their thoughts on arguments, evidence, and possible verdicts. It helps legal teams understand how different types of people might respond to their case.

What to Expect:

• You may hear both sides of a legal case and be asked to deliberate or give a verdict.
• You’ll be encouraged to share what influenced your thinking—what felt believable or persuasive.
• No legal experience is necessary—your everyday reasoning is exactly what attorneys want to study.

6. Customer Experience Focus Groups

Some companies use focus groups to understand your experience as a customer or user. This could involve discussing a shopping trip, website experience, or customer service interaction.

What to Expect:

• You’ll be asked to recall a recent experience and walk through it step by step.
• Topics might include ease of use, helpfulness, pain points, and satisfaction.
• These sessions aim to improve service or simplify user journeys.

7. Brand Perception Focus Groups

These sessions focus on how people perceive a company, brand, or public figure—whether they trust it, relate to it, or feel anything at all about it.

What to Expect:

• You may be asked word-association questions or to describe your feelings about a brand.
• The goal is to surface emotional or instinctive reactions.
• You don’t need to be a customer—your perception alone is helpful.

What All Focus Groups Have in Common

While each focus group has its own purpose, the participant experience is often similar:

• A trained moderator guides the discussion.
• Everyone is encouraged to speak freely—there are no wrong answers.
• Sessions usually last between 60–120 minutes.
• Feedback is confidential and used for research only.
• Participants are compensated for their time and insights.

No matter the topic, the most helpful participants are those who speak openly and honestly. Whether you’re reacting to a new product, evaluating a legal case, or responding to a political message, your voice helps shape decisions that affect products, services, and strategies across industries.