Focus groups tell you what you need to know. And what else you need to find out. We listen closely to the whispers, to what’s not being said, to the hints left hanging in the air.

Our long history of conversations with women, across all categories, help us know when something seemingly small can be linked to a larger trend or impacts your brand.

Of course, focus groups don’t tell you half the story unless the women in them feel comfortable enough to trust you with their tightly-held thoughts.

One way we loosen things up is with girlfriend groups. Women are more open around women they already know. They speak freely about things they may not generally talk about at all. And they tell the truth. (If they don’t, someone will call them on it.)

Another way we change the equation is with mommy groups. Moms have a different language and this is where it’s most fluent. With this group, it’s hard to get them to stop talking. It’s a win-win.

Whether it’s knowing which questions to ask, or making people comfortable enough to give us the answers, we get more out of focus groups.