Not in the traditional sense—but for good reason.
At Highlight, we work with real people (we call them Highlighters!) who have jobs, kids, priorities, and routines that can change daily. Traditional focus groups often require participants to fit into a fixed schedule, which doesn’t always match the way real life works.
Instead of rigid time slots, we take a more flexible, participant-friendly approach to qualitative research. We use:
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1:1 in-depth interviews
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Video testimonial feedback
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Asynchronous qualitative methods
This lets us meet Highlighters where they are—both physically and mentally—so they can provide thoughtful, in-depth feedback on their terms. The result? Richer, more authentic insights without the constraints of a typical focus group setup.
Have more questions about our qualitative methods? Get in touch with our team - we're happy to share more!