Best practice is typically 3-4 groups with different participant types to identify patterns and validate findings. One group can provide insights, but you can’t distinguish individual opinions from broader trends. For example, you might run separate groups with current customers, competitive users, and non-users. Or groups in different geographic markets. We’ll recommend what makes sense
No, and we don’t claim to be. Market research agencies excel at large-scale quantitative studies, statistically significant sampling and formal research methodologies. We excel at facilitating discussions with technical audiences where scientific fluency matters. If you need robust market research with hundreds of respondents, we’ll recommend a research partner. If you need qualitative insights from
Three reasons: (1) Trust – scientists relax when they don’t need to simplify, leading to more open discussion. (2) Follow-up questions – when someone mentions something technical, we can probe deeper because we understand what they said. Generic facilitators miss these moments entirely. (3) Spotting insights – we recognise when something significant has been said,