// Glossary · Measurement, Data and Channels
Focus Group
A focus group is a moderated qualitative research session with 6-10 employees or candidates exploring a topic in depth: a core tool in EVP and internal communication work.
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Surveys tell "how much", focus groups tell "why". In EVP work they reveal what employees are proud of and what they miss; in internal communication they show how messages are perceived and which channels are really used. Separate groups are run for different segments (tenure, location, function).
Why it matters
An EVP built on survey data alone stays generic; focus groups provide real phrases, stories and language. Communication materials are pre-tested in focus groups too.
Good practice
- An independent moderator (agency or external expert) and confidentiality
- A semi-structured guide; 60-90 minutes
- Thematic analysis and a quote bank
// Measurement, Data and Channels