Focus Groups

Week 4 – Wednesday 2nd of November

Today we looked at focus groups, which are a form of qualitative research that is commonly used in the fashion industry in order to gather information.

Focus groups are often made up of a target segment, and are asked open ended questions that are designed to generate discussion. Once the information has been taken down, and the demographics of participants noted, this is turned into legible results that are extremely useful.

In order to completely understand the way in which focus groups work, we conducted our own focus groups during class. This focused on our opinion of the current issue of Vogue, as seen below.


The questions we decided on were:

  1. Do you agree with the choice of cover star? Why?
  2. Do you like the colour palette, and if not what should be changed?
  3. Would you buy this? Why/Why not?
  4. Do the cover lines appeal to you? Are you interested in what is inside the magazine?
  5. Do you like the way the Vogue logo has been presented?


Conlon, S. (2016). Lily-Rose Depp Covers December Vogue. [online] British Vogue. Available at: [Accessed 2 Nov. 2016].


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