Opinion Research

Companies operate in a complex environment. Politicians, regulators, customers and the public shape how they operate, what they say and how they say it. 

First Opinion Opinion ResearchFocus groups

Lexington Communications’ opinion research service, First Opinion, provides focus groups run by our in-house expert.  This enables us to combine opinion research and strategic communications to ensure clients truly understand their audiences and can increase the effectiveness of all forms of communication.

We strongly believe that a communication strategy should be based on an understanding of what audiences think and why they think it.
 
Focus groups are a qualitative research technique which are deliberative and allow clients to understand the perceptions, opinions and attitudes of their audiences. 

They are an effective way for a company to better understand how to develop or improve communications relating to products, services, issues or corporate profiles. Focus groups enable a complete and rounded discussion of an issue, product or idea within a secure and confidential environment.

Lexington will recruit and moderate the focus groups.  Groups consist of between eight to ten members of the public who have been recruited according to a range of criteria: social, political or demographic. 

We recommend that clients commit to at least two sessions, which last between one and a half hours to two hours, and can be held in locations across the UK. 

Clients are encouraged to observe the groups and the sessions can be recorded on DVD for future reference.  You will also receive Lexington’s formal analysis of the sessions and advice on how to use it to improve your communications with stakeholders.  This includes a written report with actionable recommendations and an in-person verbal debriefing.

Having conducted this research, Lexington will use the results to craft your strategic and corporate communications to reflect consumer sentiments. In doing so, the public affairs strategy offered by Lexington is grounded in fresh first-hand evidence.