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Focus Groups

The Center for Marketing Technology is equipped with a state-of-the-art focus group suite used by our corporate partners to gather important feedback on their products, services and concepts, particularly:

  • User opinions, attitudes and behaviors using new or revamped products
  • Advertising campaigns
  • Packaging
  • Product names
  • Logos and branding concepts

We also can test new products before they are made available to the public to gauge market acceptance, saving the major expense of any marketing campaign.


When you partner with us to conduct your focus group, we will help you plan the session from start to finish. Our service options include:

  • Research strategy
  • Establishing research goals
  • Identifying focus group participants
  • Recruiting (in partnership with Cambridge Focus)
  • Creating a discussion guide
  • Moderating
  • Recording/streaming
  • Media duplicating to DVD
  • Creating reports and recommendations
  • Presenting key findings

Typically, the focus groups consist of discussion groups between 8 to 10 potential users of a product or service. The CMT also can be reconfigured to create more intimate discussion groups such as IDIs, Dyads and Triad sessions.

In addition, we offer online focus group software to conduct research with participants who have access to a web browser in any location and time zone. Online focus group solutions dramatically lower the cost of conducting focus groups in multiple locations and offer in-depth, considered answers to discussion questions.

The CMT also can be hired by external market researchers for confidential research supported by knowledgeable and friendly MBA and Marketing Analytics graduate students. Fees are available on request.