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Focus Groups
Focus Groups
We conduct focus groups to explore the psyche and words used by a population of interest. This is how we get what's related to a problem or issue “out on the table" and develop messages.

Our Process

Competitive Edge handles all aspects of the focus group process, including moderation. This starts with setting up the goals and parameters of study. Together with the client, we craft the discussion guide that will be used to frame the group discussion. Competitive Edge develops a recruitment screener and then recruits focus group participants who are generally selected at random to guard against the “professional participant” problem.

Competitive Edge can conduct groups live at focus group facilities, as well as online using a secure platform. We handle every aspect of the process, including refreshments for participants and clients, stipends, reminder calls, and two-way electronic communication between the client and moderator.

John Nienstedt, Competitive Edge’s president, moderates focus groups both in San Diego and throughout the country. He chose to take on this responsibility after years of hiring dozens of moderators, managing and watching thousands of focus group sessions, and writing hundreds of reports. John’s sessions -- on topics including healthcare, politics, development issues, film, transportation, and energy -- produce useful insights due to meticulous preparation, a thorough understanding of the topic, and his ability to establish rapport with participants. It’s common for participants to ask to be called back because they enjoyed the experience of conveying their opinions. Clients, therefore, come away with much richer data.

The final steps of the focus group process are a briefing with the client after the sessions followed by a detailed report. The written report contains the verbatim highlights of the group discussion, analysis of each subject area, recommendations and statistical analysis, tables, and charts as necessary. Competitive Edge focus group reports are packed with a wealth of ideas for subsequent research, as well insights that can be implemented immediately.

As with our quantitative surveys, our qualitative work is done with the objective of providing the client (and the researcher) with the insight needed to win, in whatever context they find themselves. Competitive Edge’s focus group services not only enable us to advise our clients on how to communicate confidently, but also enable us to conduct superior opinion research.

Who For:

Public Affairs Professionals, Political Consultants, Pollsters, Municipalities and Government Agencies, Trade Associations, NonProfits, Utilities, Businesses


Surveys to gain membership insights


“Your focus groups and in-depth interviews revealed areas of concern and opportunities that IMSA needs to "think out-of-the-box." These aren't easy issues and can't be addressed by waving a wand. But, with your research and analysis providing guidance, we can make confident decisions as we move forward.”
Toby Cummings
Executive Director, IMSA

Serving the nation's public opinion needs for over 35 years.