Customer perceptions

Focus groups

A Hunting Dynasty Technique

Qualitative thematic inputs tailored into a coherent viewpoint weaved with behavioural knowledge.

What we do

Carefully crafted questions that establish the mental models of a target audience to get a sharper focus on themes.

Mental models are psychological representations of real, hypothetical, or imaginary situations that are used to anticipate events, to reason, and to underlie explanation (Charles Sanders Peirce, 1896) (Kenneth Craik, 1943).

We deliver groups internationally, most recently in the USA, Germany, and the UK.

What it's great for

  • The general themes that a service, product, or policy evokes

  • Understanding where the audience are, and where to go

Related client work

Brand positioning cardboard

  • Qual group furniture procurement specialists
  • Report of multiple options (brand name change, new target audience, retargeting product, and more)


  • Littering down -10%, & more
  • 49 people stopped on the street
  • 2x 8 people qualitative group
  • 2x street litter bin & clean
  • Six days on-site

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