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A focus group convenes a small room of personas from a cohort and lets them talk. Where a test collects reactions across the whole population, a focus group shows you how a handful of people reason together — where they agree, where they push back, and what changes their mind.
Focus groups list showing voter deliberation rooms with AI and human moderators

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Create a focus group

Go to Focus groups → New focus group and work down the builder.
Focus group builder for a voter reactions room with discussion prompts and a participant roster
1

Name it and set the objective

Give the group a name and a sharp discussion objective — what you want to learn. The objective keeps the moderator on track.
2

Choose a moderator

Pick an AI moderator, which runs instantly and probes every participant consistently, or a Human moderator to steer the room live. For the AI moderator, choose a style such as probing.
3

Attach a creative (optional)

Turn on test a creative to have the room react to a video, image, or message. See Creatives.
4

Write discussion prompts

Add the questions the moderator works through, and drag to reorder them. Open, specific prompts spark the best discussion.
5

Pick the room

Choose the cohort, then select participants from its roster. Five to eight participants is the sweet spot — big enough for real dynamics, small enough to follow.
6

Set length and dynamics

Choose a session length (for example, 45 min) and toggle group dynamics: allow crosstalk, encourage dissent, run anonymous, and generate a summary.

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Launch the room

Click Launch room. The moderator opens with your first prompt and the participants respond, react to each other, and work toward — or away from — consensus.
Live focus group room where voters react to a cost-of-living TV spot, with live sentiment and participant list

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Read the discussion

As the room runs you can follow:
  • The transcript — the full back-and-forth, attributed to each participant.
  • Shifts — where a participant changes position, and what moved them.
  • Summary — the throughline of the conversation, the points of agreement, and the live dissent.
Run a focus group after a test to understand the why behind a surprising number. Use the same cohort so the room reflects the population you just measured.

Back to tests

Measure the reaction across the whole population.