About Us

We are experts in qualitative research and use a range of methods to engage participants and meet your objectives. We provide a bespoke service and will recommend the approach we feel is right for your project. This may be a single method or a mixture to gain the insight you require.

The Team

The Focus Group is run by Carol and Sarah who have many research years between them and offer a broad range of expertise.


Carol is the public sector expert with particular expertise in Health and Social care. She has worked for a number of prestigious organisations including The Royal College of Surgeons of England, St George’s Hospital Medical School, Avon, Somerset and Wiltshire Cancer Network and The Royal Marsden Hospital, as well as employee research with ORC International. In addition to her research work Carol is a qualified counsellor and works in a voluntary capacity for a local Hospice. Her academic background in sociology and psychology brings a depth of understanding of behaviour and interaction to research.


Sarah is the commercial and charity expert with a background in strategic planning and international marketing. She was client services director for Brann (EHS Brann) and planning director for WWAV Rapp Collins, two of the UK’s top direct marketing agency groups. As well as research, Sarah is Chair of Trustees for Lifecycle UK & Lockleaze Neighbourhood Trust and volunteers for the RVS’ Library At Home service. She is also a qualified business coach. Her knowledge of consumer branding, behaviour and fundraising enhances all our commercial and charity projects.

Keeping ourselves up to date

Despite being researchers for a very long time – there is always something to learn about research techniques and understanding human behaviour. We like to keep ourselves updated and relevant by seeking out quirky and interesting courses and events that help us to develop and think about the best way we can work with our clients and participants. Snippets of our learning include attending courses on creativity, business storytelling, design for research and attending events such as The Festival of Ideas and industry conferences. We share our thoughts and experiences on our Blog.

Our Recruiters

We work with some of the best recruiters in the UK ensuring that we get the right people to take part in our focus groups and research. Our recruiters work across the UK and can ‘free find’ people or recruit from customer lists.

Other Experts

If we feel we need additional support and expertise then we have access to a wealth of other interesting and useful people – all of whom are experts in their field.