Focus Groups & Interviewing Services
Human conversations, built to uncover what matters
We’ve led thousands of interviews and focus groups—but no two are alike. That’s because we treat every conversation as a creative act of listening. At RealityCheck, our approach to qualitative sessions is rooted in social theory, designed backward from business needs, and delivered with journalistic clarity.
We don’t just ask questions. We invite people to share what they see, believe, and feel, on their terms.
Why Focus Groups and Interviews Still Matter
In an era of AI analysis and rapid-fire testing, traditional qualitative methods still offer something unmatched: real-time human connection.
When done with care, focus groups and interviews can do more than validate ideas. They can surface context, uncover motivations, and challenge assumptions. These aren’t just sessions—they’re windows into lived experience.
Through individual and group conversations, we help our clients:
- Understand why people think and act the way they do
- Explore emotional drivers and cultural narratives
- Discover emerging tensions and unmet needs
- Make sense of complex decisions through the lens of the customer
Whether you’re launching a product, refining a message, or repositioning a brand, these conversations provide the clarity and empathy your team needs to move forward.
We don’t run generic guides or plug-and-play sessions. Every conversation is customized based on the decisions you need to make, the audiences you care about, and the insight that would change your strategy.
Our method draws on the principles of Backward Market Research, starting with your business objective and working back to the questions and frameworks that will support it.
Like our ethnographic research, our interviews and focus groups are built to reveal deeper meaning. That means:
- Asking questions informed by theory, not just curiosity
- Listening for nuance, contradiction, and unspoken beliefs
- Creating space for reflection and discovery, not just reaction
We treat moderation as a strategic act. Our consultants are trained to shift the conversation, dig beneath the obvious, and build rapport in ways that make people feel safe, seen, and heard.
What We Offer
We tailor each project to fit your goals, timeline, and target audience. Whether it’s an early-stage exploration or a final-stage refinement, our formats are flexible by design.
Our services include:
- One-on-one depth interviews (remote or in-person)
- Moderated focus groups (live or virtual)
- In-situ interviews and mobile-based conversations
- Diary-aided interviews and longitudinal qual
- Executive and expert interviews
- Hybrid qual-quant studies
We moderate all sessions ourselves. We believe in building trust—both with your team and with the people we interview.
What You Get
We don’t stop at raw insight. We shape it into meaning you can use.
Our deliverables include:
- Magazine-style reports built through our Insights Journalism® model
- Executive briefs that link findings to decisions
- Video highlight reels for internal storytelling
- Frameworks and maps that organize insight for strategy
- Thematic summaries that highlight what’s emerging, not just what’s expected
We also apply our Meaning Density™ framework to select projects—helping you evaluate which insights are rich enough to drive action.
Why RealityCheck?
We believe focus groups and interviews are only as good as the thinking behind them—and the people running them. Here’s what makes our approach different:
We moderate every session ourselves.
Our consultants aren’t just observers. We’re hands-on moderators who guide the conversation, build rapport, and ask the kinds of questions that get beneath surface-level opinions. Every session is run by a senior qualitative strategist who sees the whole arc of the project, from framing to reporting.
We design backward from your decisions.
We don’t start with a discussion guide. We start by asking: what decision does your team need to make? Then we work backward to shape conversations that surface the kinds of insights that can influence strategy, not just confirm assumptions.
We bring theory and creativity to the table.
Our guides aren’t just lists of questions—they’re carefully constructed instruments built on behavioral theory, cultural understanding, and creative thinking. We look for tensions, meaning, and unspoken narratives. Because the best way to get interesting answers is to ask interesting questions.
We deliver insights you’ll actually use.
Our deliverables are built for action. Whether it’s a deck, a narrative report, or a video reel, we organize insights around the real-world choices you’re facing. And we write in a voice that makes insights stick—with clarity, context, and a compelling point of view.
