In this episode, Phil Riggins—founder of the Brand & Reputation Collective and expert in opinion research—discusses the strategic use of focus groups as a method for exploring the perceptions, motivations, and concerns of key stakeholders. While often seen as resource-intensive, focus groups can provide nuanced, qualitative insights that surveys or dashboards often miss. When done right, they offer organisations a deeper understanding of why people think the way they do—not just what they think.

Riggins shares practical guidance on structuring effective focus groups: from selecting the right participants and creating a psychologically safe environment, to managing group dynamics and listening for unexpected insights. He also explains how qualitative findings from focus groups can be validated with quantitative methods and how this mixed-methods approach supports more confident decision-making.

The conversation touches on common concerns—like moderator bias, internal vs. external facilitation, and whether online formats reduce authenticity. Riggins argues that with good moderation and the right tools, online focus groups can be just as powerful and more accessible.

For communicators struggling to convince executives of the value of focus groups, Riggins suggests framing the discussion around understanding audience perception gaps—critical for avoiding misaligned messaging, failed campaigns, or reputational risks.