The focus group is the most common method used to collect qualitative information. This is essentially a group discussion during which the group members are asked to express their opinions about specific researched issues and to discuss these opinions. Focus groups vary by size:

• Large groups (8-12 participants)
• Mini groups (4-6 participants)

The technique and type of respondent vary depending on the research objectives. Sometimes the opinions of the “average” consumer or of representatives of certain professional group are needed; sometimes it is preferable to talk with formal or informal leaders of society who have a certain influence in shaping the opinions of the people around them. Based upon the objectives and specifics of the required research, ACT offers various focus group compositions:

• Standard consumer/professional groups (actual or potential consumers of certain products, representatives of a certain profession, etc.)
• Elite/leader groups (high-ranking persons or individuals that tend to have influence over the people around them)

Depending on the specifics of the study ACT specialists apply both structured discussion methods and recently developed projective techniques (association, analogy, constructive, expressive and others).