Focus groups and in-depth interviews are often seen as two sides of the same coin.
Both methods:
- Involve speaking with consumers (virtually or face-to-face).
- Provide deeper insights into consumer behavior than surveys.
- Require considerable moderation or interviewing expertise.
Given the choice, market research firms often default to focus groups. They’re seen as the classic option — the terms “qualitative research” and “focus groups” have practically become synonymous.
But are focus groups really the best approach for gathering rich consumer insights? See how the methods stack up.
Focus groups for qualitative research
A focus group is a research method involving a moderator and typically 4-8 participants. The moderator asks questions, facilitates conversation and ensures all perspectives are heard.
Focus groups are inherently interesting to watch, especially if you’re sitting behind a one-way mirror, Mad Men-style. (Although we can almost guarantee that participants know you’re watching and, yes, they feel awkward about it.)
But aside from the chance to play Don Draper, focus groups bring legitimate benefits from a business perspective.
Advantages of focus groups
The main benefits of focus groups are:
- Quantity of insights, albeit surface-level
- The social element
- Time efficiency
- Cost-effectiveness, with a caveat
To start, they can offer a happy medium between quality and quantity of insights. You can hear from 8 people in a matter of 90 minutes with a focus group. Those insights won’t be as deep as with a one-on-one interview, but will be richer than insights from a survey.
Focus groups also show how people act or respond when in the presence of others. This is valuable in situations involving virtue signaling or social pressures. For example, a person might speak differently about vaccines or COVID-19 depending on the group of people they’re with.
(Note: It’s interesting to see social factors at play, but we prioritize the individual perspective at Cast & Hue. Humans are individuals — and they prefer being treated that way.)
Finally, focus groups are efficient. You can book a moderator for one day and wrap up before lunch. For this reason, they’re often considered to be the cost-effective option.
But don’t be fooled: Cost savings are minimal. Participant incentives will cost the same as with in-depth interviews. Facility fees will add more costs.
In-depth interviews for qualitative research
An in-depth interview is a research method involving one participant and an interviewer. The interviewer asks questions that probe into a person’s views, experiences and needs that drive behavior.
One-on-one interviews are typically an hour long and can be recorded with viewers in a separate room (virtually or in-person). It’s not as exciting as a one-way mirror, but observers can still listen in and make requests that guide the interviewer in real-time.
Advantages of in-depth interviews
The main benefits of in-depth interviews are:
- Quality of insights
- Reduced risk of bias
- Ability to probe deeper
- Ease of scheduling
In an interview, the interviewer can build a connection with the participant that enables more vulnerability and openness. This helps you gain insight into emotional states and needs that drive decision-making. People are more comfortable sharing those insights when 1:1.
Related: Understand the importance of emotion in customer journeys.
On a similar note, focus groups introduce response bias and the groupthink phenomenon — or the pressure to conform to a group’s opinion. There’s also the risk of one voice dominating the conversation. With interviews, you get more authentic, unbiased responses.
In-depth interviews also offer flexibility. A discussion guide may serve as the guardrail for the conversation, but you have the freedom to dig deeper if you hear something interesting you’d like to probe into. You could also restructure the conversation depending on how participants are responding.
An added bonus: Scheduling is simpler with one-on-one interviews. No need to coordinate multiple schedules across time zones or locations.
Focus groups or interviews: Which is better?
Focus groups and interviews both have pros, cons and specific use cases.
The key differences between focus groups and interviews are the level of insights gathered and the potential influence of bias on your results.
The right method for your organization depends on your goals for the research.
- Are you looking for quick, high-level reactions (like with ad or concept testing)? Is it important for you to see social factors at play? Conduct a focus group.
- Are you more interested in rich insights, like the emotions behind consumer decision-making? Select in-depth interviews.
“What about the cost savings?”
We understand cost is always a factor when launching a new initiative. But so is opportunity cost.
Here’s our take as seasoned researchers and human-centered designers:
Interviews can sometimes appear intimidating and time consuming compared to focus groups. But they're key to uncovering unique insights that fuel an effective human-centered strategy. The insights you gain through in-depth interviews are more powerful than the minimal difference in overall.
– Taylor Hughes
Uncover rich insights about your consumers
In the market for market research? We’re biased (towards in-depth interviews), but your consumer insights won’t be.
Cast & Hue is a qualitative research and design thinking partner for human-centered organizations. Get in touch to learn how we work.
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