Untitled Page
Skip Navigation Links

Focus Groups

A form of qualitative research in which a group of people (that match a particular profile – often sampled from several locations) are asked about their attitude towards a product, service, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members. Can be used to assess products, concepts, storyboards, messaging, or other content.

What We Do

We will work with you to identify the right participants (user profile, persona) and recruit them, design the script and materials used to spark and guide the discussion, along with defining critical issues to get answers for, and then adminster/lead the groups to ensure minimal negative impact from group-dynamics and effective information gathering. We often audio and/or video tape the sessions for later analysis.

What You Get

A report of responses to key issues or features of the product or service being tested along with particpants’ attitudes, concerns and desires or aspirations around the topics discussed. When video is used, highlights can be provided as part of the report to underscore key findings or trends in responses across groups, and implications for design or action are clearly summarized.


Benchmark Research & Safety, Inc. is a human factors and ergonomics consulting firm that specializes in usability, user-centered design, product safety, warnings, expert witnessing, research (design, ethnographic, perceptual) and training. Benchmark Research & Safety, Inc. is one of the few multi-capability firms in the Northwest - headquartered in Moscow, Idaho with branch offices in Boise and Rigby, Idaho; Portland, Oregon; and Grand Junction, Colorado.