# Run a Focus Group

> Hear simulated participants discuss topics together and inspect how the conversation develops.

Source: https://imario.ai/docs/research/focus-group

A focus group seats participants together with a moderator. Use it when disagreement, reactions to other people and changes of position matter. Use [Interview](https://imario.ai/docs/research/interview) for independent one-to-one accounts.

During or after the group discussion, select a participant when the interface offers an individual view, then choose the chat icon on the respondent's card (labeled **Chat with** and their name) to clarify that participant's reasoning. Do not treat one participant's response as the result for the whole group.

## Set up the discussion

Add the discussion questions in the order you want them discussed, for example “What makes this offer believable?” followed by “Which objection would prevent you from trying it?”. If a topic needs a visual stimulus, attach an image to it and keep a written question with the image. The numbered steps are below the walkthrough.

A group seats **3 to 8 participants**. The runner accepts up to **12 topics**; if a longer list is reduced, inspect the run's warning and the topics actually discussed. More people in a selected audience do not turn one table into a large survey.

Set up a moderated group discussion with your topics and audience, run it, and read how views held or moved. Click the highlighted control in each step, or use Next.

[Watch the video guide ↓](https://www.youtube.com/watch?v=rAE-1EI-_1I)

The steps in this walkthrough are also written out as numbered steps on this page.

### Set up and run the focus group

1. Click **Add content** (+) in the composer. The list of methods opens.
2. Click **Focus group** — “Moderated live group discussion”. The composer shows the Focus group goal, with Discussion questions below.
3. Click **Question 1…** and type the first topic. Question 1 holds the concept and asks for the main concerns.
4. Click **Add a question** and type the second topic. Question 2 reads: “If these White Peach Jasmine freeze-dried tea cubes went on sale, how likely would you be to try them, and what would change your mind?”
5. Click the goal and replace [audience] and [topic]. The goal reads “Hear China Gen Z Tea Drinkers debate Wuli White Peach Jasmine freeze-dried tea cubes together, and see who moves whom.”, followed by the concept introduction.
6. Click **Select target audience**. The audience list opens.
7. Click **China Gen Z Tea Drinkers · 404**. The chip shows China Gen Z Tea Drinkers, with 8 respondents and a credit estimate.
8. Click **8 respondents**. The field Respondents from China Gen Z Tea Drinkers opens at 8.
9. Check the count: 8 respondents. The field reads 8; − and + change it.
10. Check the respondent count and credit estimate, then click **Run**. Run starts the discussion; the result shows each question’s outcome and a Summary.

### Read the results

11. Read the FOCUS GROUP result: 8 participants and the Questions, Pushbacks and Moved counts. Questions 2 · Pushbacks 17 · Moved 1/8.
12. Read each question’s outcome and private rating (1 = Strongly disagree, 7 = Strongly agree). Q1: 1 of 8 changed their mind privately. Q2: Nobody changed their mind.
13. Read the Summary. “While Gen Z drinkers like the freeze-dried tea cube concept, pricing at RMB 29.9 killed intent for five of eight participants.”

## Read a discussion, not just votes

Follow who introduces an idea, who challenges it, and whether later answers merely echo a dominant participant. Read the transcript alongside the summary. A group reaching agreement after discussion differs from independent respondents reaching the same answer.

When comparing segments, consider separate groups with the same topics so each group's dynamics remain visible. Do not interpret one participant as representative of an entire segment.

## Cost and next steps

A focus group is charged for each seated participant and each topic discussed, before any report. The estimate beside **Run** shows the total; see [Pricing & credits](https://imario.ai/docs/workspace/pricing) for the rates.

If the discussion becomes unfocused, narrow the next group's topics. Use [reports](https://imario.ai/docs/run-and-analyze/reports) to synthesize completed work, preserving quotations and disagreements rather than treating consensus as a measured population preference.