Focus Group Research
Focus Group Research
Lake Research Partners is renowned for the quality of our focus group research. Focus groups are structured but open-ended discussions, which permit us to explore people’s thoughts and opinions at a much deeper level than survey research. In quantitative research, respondents must resolve their ambivalence; they must answer our questions with a “yes” or a “no.” In qualitative research, however, people can give free rein to their ambivalence; they can fully express why their real answer is “maybe.” This type of research does not replace survey work – rather, it is a powerful aid and supplement. Focus groups help us gauge the underlying attitudes that people bring to the table on a given topic and provide a strategic framework for understanding the bounds of those attitudes once issue and political debates become engaged. All our focus groups are conducted by experienced and trained LRP partners.