Focus group companies: Top 15 providers reviewed for product research

Focus group companies offer professional research services including participant recruitment, facility coordination, moderation, recording, transcription, and analysis. They collaborate with decision makers to align research outcomes with organizational goals. Unlike DIY platforms, full-service providers manage logistics, benefiting teams lacking research expertise or capacity.

Product teams use these companies for early concept testing, competitive research, high-stakes decisions, international studies requiring cultural expertise, and projects where outsourcing is more efficient. They provide quantitative and qualitative research supporting comprehensive market analysis and informed decision-making.

Choosing the right provider affects research quality, cost, and insight value, with services ranging from basic recruitment to advanced consulting and analytics. Recruiting a representative sample ensures credible results reflecting the target population.

This review covers 15 top providers across categories: traditional full-service firms (Burke, Schlesinger Group, Fieldwork), online focus group specialists (Discuss.io, FocusVision), B2B research firms (GLG, B2B International), technology platforms (UserTesting, Respondent), hybrid models (Fuel Cycle, Recollective), boutique specialists (20|20 Research, Murray Hill Center), and international providers (Kantar, Ipsos). These companies deliver actionable and strategic insights from raw data and analytics to help businesses make informed decisions and optimize growth strategies.

Market research companies analyze customer behavior, uncover market trends, and provide insights supporting marketing strategies and product development. Many leverage advanced technology and AI while adhering to ethical standards and ensuring participant confidentiality. Understanding public opinion is key for benchmarking brand perception and tracking trends, with methodologies varying across providers, impacting insight quality. For more information on recruiting participants for product research, explore further strategies and best practices.

What is a focus group

A focus group is a key qualitative research method used by market research companies to uncover deep consumer insights and understand customer attitudes, behaviors, and preferences. Typically, a skilled moderator guides a discussion among 8 to 12 carefully selected participants relevant to the research topic. These sessions can be conducted in-person, allowing observation of non-verbal cues, or online, offering greater flexibility and access to diverse, geographically dispersed participants.

Focus groups generate rich qualitative data that complements quantitative methods like surveys, providing businesses with comprehensive insights for informed decision making and effective go-to-market strategies. Market research firms leverage these insights for product development, brand tracking, digital marketing, and content marketing, helping businesses stay competitive and identify new market opportunities.

When conducted by experienced providers, focus groups deliver valuable, actionable insights that drive innovation, enhance customer experiences, and support sustainable growth in a dynamic marketplace.

Full-service traditional providers

Traditional focus group companies provide [comprehensive in-person and online market research services](https://cleverx.com/resources/category/market-research) with physical facilities, professional moderators, and full-service project management, including market research.

Schlesinger Group

Schlesinger operates 16 locations across US and Europe providing qualitative and quantitative research services. Capabilities include in-person and online focus groups, dedicated facilities with viewing rooms, professional moderator network, participant recruitment from proprietary panels, translation services for international research, and full project management.

Pricing typically ranges $8,000-$15,000 per focus group project including recruitment (8-10 participants), facility, moderation, recording, and basic reporting. Volume discounts and retainer agreements available.

Strengths include established reputation and experience, physical facilities in major markets, large participant panels enabling diverse recruitment, professional moderation ensuring quality execution, and comprehensive service reducing client burden.

Limitations include higher cost than DIY alternatives, traditional approach potentially slower than agile methods, facilities concentrated in major cities, and service model less flexible than specialized providers.

Best for established organizations requiring traditional research, in-person groups benefiting from physical facilities, projects needing professional moderation, research in markets where Schlesinger has locations, and teams lacking internal research capabilities.

Fieldwork

Fieldwork operates qualitative research facilities across US providing focus group rooms, participant recruitment, and moderation services. Capabilities include modern facilities with one-way mirrors and client viewing areas, professional recruiter network, incentive payment handling, recording and transcription services, and local market expertise.

Pricing ranges $7,000-$12,000 per group including recruitment, facility rental, and recording. Before budgeting, it's crucial to ensure you have a well-defined research question—see this Research Problem Formulation: Methodology Guide for an expert framework. Moderator fees typically $2,000-$5,000 additional depending on experience level.

Strengths include convenient locations in 20+ US cities, comfortable modern facilities, strong local market knowledge, flexible service options (clients can hire own moderators), and competitive pricing versus competitors.

Limitations include US-focused with limited international capability, facilities require travel for distributed teams, traditional model versus online efficiency, and moderator quality varies by market.

Best for US-based research requiring in-person groups, regional market testing, projects where client provides moderators, research benefiting from local market expertise, and teams wanting facility access without full-service bundling.

Burke Inc

Burke provides comprehensive market research including qualitative services with 90+ years experience. Capabilities include focus group moderation and analysis, advanced analytics and modeling, strategic consulting and recommendations, custom research design, global reach through partner network, and integrated qualitative and quantitative programs.

Pricing reflects premium positioning with typical projects $15,000-$25,000+ including research design, execution, and strategic analysis.

Strengths include deep research expertise and thought leadership, strategic consulting beyond execution, sophisticated analysis capabilities, ability to combine qual and quant methods, and strong corporate client relationships.

Limitations include premium pricing limiting accessibility, enterprise sales cycles, potentially slower execution than specialized shops, and comprehensive approach potentially exceeding needs for simple research.

Best for strategic research requiring consulting expertise, complex projects combining methods, enterprise clients with established research budgets, programs valuing analysis and recommendations, and long-term research partnerships.

Online focus group specialists

Online specialists focus exclusively on virtual research, providing purpose-built platforms and remote research expertise. Online focus groups offer convenience and flexibility compared to traditional in-person sessions, allowing for a diverse participant pool by transcending geographical boundaries. These sessions can be conducted in real-time or asynchronously, providing scheduling flexibility for both researchers and participants. The main goal of online focus groups is to gather qualitative data through meaningful discussions. Online research methods also include online communities, short surveys, and product testing, enabling participants to voluntarily participate and share their experiences, such as their first focus group. Interested individuals are encouraged to participate in online focus groups and research activities to contribute valuable insights.

Discuss.io

Discuss.io provides an end-to-end online qualitative research platform combining technology and services. Capabilities include a proprietary video platform with research features, participant recruitment from a global panel, live translation for international research, AI-powered transcription and analysis, stakeholder collaboration tools, and project management support. Choosing the right platform for online focus groups involves considering ease of use and security to ensure a smooth and safe research experience.

Pricing uses a project model, typically $8,000-$15,000 per focus group, including recruitment, platform, translation if needed, transcription, and support.

Strengths include a strong technology platform purpose-built for research, global recruitment and translation capabilities, efficient remote research workflow, modern interface and user experience, and integrated analysis tools.

Limitations include higher cost than DIY platforms, online-only limiting in-person options, package pricing less flexible than modular, and requires comfort with a technology-first approach.

Best for distributed teams requiring remote research, international projects needing translation, tech-savvy organizations valuing modern platforms, research emphasizing analysis and insights, and projects requiring stakeholder collaboration.

FocusVision

FocusVision offers qualitative research technology including online focus groups, IDIs, and bulletin boards. Capabilities include video conferencing with research features, integrated stimulus testing, observer rooms for stakeholders, automatic recording and transcription, research community platform, and professional services including moderation. Recruiting participants for online focus groups can involve using social media and targeted emails to reach a broad and relevant audience.

Pricing structures vary with platform subscription plus per-project fees. Typical focus group projects are $5,000-$12,000, including platform access and basic support.

Strengths include a flexible technology platform, options from DIY to full-service, strong client observation tools, established reputation in the research industry, and comprehensive qualitative capabilities.

Limitations include platform complexity requiring training, dated interface versus newer competitors, pricing structure complexity, and moderate innovation pace.

Best for organizations conducting regular qualitative research, teams wanting platform flexibility, research requiring sophisticated observation, clients of large research firms using FocusVision, and established researchers familiar with the platform.

Moderators in online focus groups need strong communication and problem-solving skills to facilitate effective discussions. Data security is critical, requiring encryption and informed consent to protect participant information. Analyzing data from online focus groups involves thematic analysis to interpret patterns, and integrating quantitative data adds depth to the findings. Active listening and empathy are crucial for extracting valuable insights from participants. Presenting findings from online focus groups requires clarity and structured reports for easy comprehension.

B2B and professional research specialists

Specialized providers focus on hard-to-reach B2B and professional participants requiring expert recruiting and moderation. These focus group companies often target decision makers such as executives, business owners, and C-level leaders, whose insights are critical for strategic market analysis and business planning.

GLG (Gerson Lehrman Group)

GLG pioneered expert network model connecting organizations with subject matter experts for consultations. Capabilities include access to 1M+ vetted experts globally, rigorous screening and compliance, rapid expert identification (24-48 hours typical), telephone, video, and in-person consultations, and project management support. For credible B2B research, GLG emphasizes recruiting a representative sample of experts to ensure reliable and actionable insights.

Pricing uses hourly consultation model typically $400-$1,200 per expert hour with focus groups requiring multiple experts. Subscription packages available for high-volume users.

Strengths include unmatched expert network breadth and depth, rigorous vetting ensuring qualification, rapid turnaround, global reach and language capabilities, and strong compliance infrastructure.

Limitations include designed for expert consultations not traditional focus groups, higher per-participant cost versus panels, focus group features less developed than dedicated platforms, and consultation format versus group discussion.

Best for B2B research requiring senior executives, technical expert consultations, industries with limited participant accessibility, projects valuing expert quality over cost, and organizations with GLG relationships.

B2B International

B2B International specializes exclusively in business-to-business research including qualitative methods. Capabilities include B2B participant recruitment and screening, industry-specialized moderators, technical and complex topic expertise, global research with local partners, and strategic consulting for B2B contexts. They are recognized for their expertise in survey research and market analysis, delivering actionable insights for professional audiences and supporting informed decision-making.

Pricing reflects B2B specialization typically $10,000-$20,000+ per project including recruitment, moderation, and analysis.

Strengths include deep B2B research expertise, success recruiting hard-to-reach participants, moderators understanding technical topics, global B2B capabilities, and strategic consulting for complex decisions.

Limitations include premium pricing reflecting specialization, longer timelines for challenging recruitment, limited consumer research capability, and smaller scale than generalist firms.

Best for B2B technology and industrial research, technical products requiring specialized moderators, challenging participant recruitment, international B2B projects, and strategic research justifying premium investment.

Technology platform companies

Platform providers offer software with optional services emphasizing technology-enabled efficiency over traditional full-service models. These technology platform companies leverage new technology and advanced data analytics to help businesses transform raw data into actionable and strategic insights. By simplifying complex datasets, these platforms enable organizations to quickly identify trends, compare insights over time, and make informed decisions based on clear, visualized information.

UserTesting

UserTesting primarily provides usability testing but offers live conversation capabilities supporting focus group research. Capabilities include video sessions with built-in participant recruitment from 2M+ person panel, streamlined scheduling and logistics, recording and transcription, integrated analysis tools with sentiment tagging, and stakeholder observation features.

Pricing uses credit system with live conversation credits $75-$150 per participant. Focus groups requiring 8-10 participants cost $600-$1,500 per session plus platform subscription.

Strengths include fast turnaround with rapid recruitment, streamlined logistics through automation, strong recording and analysis capabilities, participants comfortable with platform, and consolidated platform for testing and conversations.

Limitations include designed primarily for 1-on-1 versus group research, limited group dynamic features, recruitment limited to UserTesting panel, and focus group capabilities less robust than specialists.

Best for teams already using UserTesting, research combining usability testing and conversations, projects requiring rapid turnaround, studies benefiting from UserTesting panel, and emphasis on individual conversations over traditional groups.

Respondent.io

Respondent specializes in recruiting hard-to-reach B2B and professional participants providing video conferencing integrated with recruitment. Capabilities include thorough participant screening, automated incentive payment, video session hosting (Zoom-powered), project templates, and participant database management.

Pricing charges per-participant recruited ($5-$10 screening fee) plus incentives ($50-$300+ typical). Video hosting included without session fees. Focus groups cost $500-$3,000+ depending on participant criteria.

Strengths include access to quality B2B and professional participants, rigorous screening ensuring qualification, automated incentive handling, reduced administrative burden, and cost-effective compared to traditional recruitment.

Limitations include video features limited to standard Zoom, no specialized focus group activities, manual moderation required, less support than full-service providers, and DIY execution needed.

Best for B2B and professional participant research, hard-to-reach segments, teams with moderation capability but lacking recruitment, budget-conscious projects, and straightforward discussions not requiring specialized tools.

Hybrid and integrated platforms

Comprehensive platforms combine technology with services offering flexibility from DIY to full-service based on client needs and preferences. Hybrid platforms leverage online communities to gather market insights and help businesses by combining qualitative and quantitative research, enabling deeper understanding of consumer behavior and supporting strategic decision-making.

Fuel Cycle

Fuel Cycle provides insights platform including focus groups within broader research ecosystem. Capabilities include online focus groups and video IDIs, research communities for ongoing engagement, survey and quantitative tools, participant panel management, advanced analytics and reporting, and flexible service models from platform-only to full-service. Fuel Cycle also supports product testing and short surveys, allowing businesses to quickly gather actionable market insights to inform product innovation and development.

Pricing uses annual subscription model with significant investment typically $50,000-$150,000+ justified by comprehensive platform and high research volume.

Strengths include comprehensive research platform beyond focus groups, powerful community management, sophisticated analytics, enterprise-grade capabilities, flexible service models, and long-term partnership approach.

Limitations include substantial annual investment, enterprise focus and complexity, platform overkill for focus-group-only needs, and significant implementation and training.

Best for large organizations with substantial research programs, enterprises wanting single platform for all research, market research teams conducting diverse studies, organizations building participant communities, and budgets supporting significant platform investment.

Recollective

Recollective offers qualitative research platform with focus group capabilities alongside other methods. Capabilities include video focus groups and IDIs, asynchronous discussion boards, stimulus testing, interactive activities, mobile participation, AI-powered analysis, and flexible engagement from platform access to full-service. Recollective enables product testing and short surveys, providing organizations with flexible tools to collect market insights and consumer feedback efficiently.

Pricing uses subscription model typically $15,000-$50,000+ annually depending on features and volume with per-project options available.

Strengths include comprehensive qualitative platform, asynchronous and synchronous research, powerful analysis tools, flexible service models, strong support and training, and modern platform and interface.

Limitations include annual investment versus pay-per-project, complexity requiring training, subscription commitment, and features potentially exceeding simple needs.

Best for organizations conducting regular qualitative research across methods, teams wanting flexibility from DIY to full-service, research combining multiple methods, emphasis on analysis and insights, and programs justifying annual platform investment.

Boutique and specialty providers

Smaller specialized firms offer personalized service, niche expertise, and flexible engagement models often with founder-led attention.

20|20 Research

20|20 operates multiple qualitative research facilities emphasizing technology integration and client experience. Capabilities include modern facilities with advanced technology, professional moderator network, innovative stimulus presentation, flexible service options, and emphasis on client comfort and experience.

Pricing competitive with major providers typically $7,000-$12,000 per group including standard services.

Strengths include modern facilities and technology, personalized client service, innovative approaches to research, flexibility in service configuration, and attention to detail and experience.

Limitations include smaller geographic footprint, limited online-only capabilities, focus on in-person groups, and boutique scale versus enterprise providers.

Best for clients valuing personalized service, research in Nashville and adjacent markets, projects emphasizing innovative presentation, teams wanting flexible service combinations, and clients prioritizing facility experience.

Murray Hill Center

Murray Hill Center provides New York City qualitative research facilities and services with 50+ years experience. Capabilities include convenient midtown Manhattan location, professional facilities and equipment, experienced recruiter network, local market expertise, and flexible service offerings.

Pricing typical for major market provider approximately $8,000-$14,000 per group.

Strengths include prime New York location, deep local market knowledge, established relationships and reputation, experienced team, and flexible engagement options.

Limitations include single location limiting geographic reach, facilities require in-person attendance, New York pricing, and traditional model versus online innovation.

Best for New York-based research, projects requiring local market expertise, clients wanting established provider, research benefiting from in-person engagement, and teams in or visiting New York.

International research providers

Global firms provide multinational research capabilities with local expertise and coordination across markets. Kantar and Ipsos are considered top market research firms trusted by top brands and leading brands worldwide for their ability to deliver strategic insights, track brand health, and support product innovation.

Kantar

Kantar operates globally as one of world’s largest research companies offering full research services. Capabilities include qualitative research across 90+ countries, local market expertise with native moderators, translation and cultural adaptation, strategic consulting and insights, advanced analytics and modeling, and enterprise research programs. Kantar is recognized for its expertise in supporting go to market strategy, brand health tracking, and affluent survey research, helping leading brands understand consumer perception and market positioning.

Pricing reflects global scale and expertise with projects typically $20,000-$40,000+ per market including research design, execution, and strategic analysis. To learn more about evolving business models and micro consulting services, explore current industry trends and opportunities.

Strengths include unmatched global reach and scale, deep local market expertise, sophisticated analysis and consulting, ability to coordinate multi-market studies, and strong corporate relationships.

Limitations include premium pricing, enterprise focus and complexity, potentially slower execution, significant overhead, and comprehensive approach exceeding simple needs.

Best for multinational corporations conducting global research, projects requiring multi-market coordination, strategic research needing consulting expertise, enterprise clients with established budgets, and long-term research partnerships.

Ipsos

Ipsos provides global research services across qualitative and quantitative methods with presence in 90+ markets. Capabilities include international focus group coordination, local moderators and facilities, cultural expertise and adaptation, translation services, strategic consulting, and integrated research programs. Ipsos is trusted by top brands for its expertise in brand health measurement, affluent survey research, and supporting go to market strategy for new product launches. Ipsos also has a strong presence in the San Francisco Bay Area, offering regional expertise to clients in that market.

Pricing similar to Kantar typically $15,000-$35,000+ per market for comprehensive projects.

Strengths include extensive global network, local market knowledge, flexibility across methods, strong reputation and capabilities, and integrated service offerings.

Limitations include premium pricing, enterprise sales cycles, complexity for simple research, and comprehensive services potentially exceeding needs.

Best for international research requiring local expertise, multi-market programs, organizations conducting global research regularly, projects valuing strategic consulting, and established research budgets supporting investment.

Selection criteria and decision framework

Choosing the right focus group company is crucial, selecting the perfect partner ensures your research needs are met with the right expertise, support, and alignment for successful outcomes. Platforms like Suzy can connect you with specific, high-quality customer groups (Suzy audiences), enabling targeted research and deeper marketing insights.

Choose appropriate provider by systematically evaluating research requirements, budget constraints, geographic needs, and service preferences.

Assess research requirements

Consider project complexity (simple moderation versus strategic consulting), participant challenge (general population versus B2B specialists), geographic scope (local, national, international), service needs (DIY, light support, full-service), and timeline urgency.

Evaluate budget and pricing models

Match provider pricing to budget and volume. Pay-per-project suits occasional research ($7,000-$15,000 typical). Platform subscriptions benefit regular users ($15,000-$150,000 annually). Enterprise partnerships serve high-volume programs.

Consider provider specialization

Match provider expertise to research needs. Generalists serve broad requirements. B2B specialists handle challenging professional recruitment. International providers coordinate global studies. Technology platforms emphasize efficiency and speed.

Verify capabilities and quality

Request proposals from 2-3 providers, check references and past work, verify moderator experience and approach, assess analysis depth and deliverable quality, and ensure cultural fit and communication style.

Ready to act on your research goals?