Focus groups as a qualitative research tool Focus groups are one of the most common and most effective research tools used nowadays. Focus groups are a guided discussion among a group of people matching a certain socio-demographic and/or consumer profile, according to the needs of the research. A focus group usually consists of 7-10 participants and usually takes about two hours. Every focus group is lead by a professional focus group leader, according to a basic guideline (a unique open questionnaire) written in cooperation with the client for the specific issue at hand. A focus group enables us to retrieve a lot of information due to group dynamics and using techniques of marketing psychology.   The focus groups are recorded in writing or on video so that the process and contents of the group can be reproduced for analysis purposes. Focus groups taking place in a social laboratory can be viewed through a two-way mirror without being seen by the group participants.