Leveraging decades of research from psychology, team building & adult education to bring a more human approach to focus groups


A Modern Revamp of the Focus Group

Traditional focus groups are designed to explore perceptions, opinions, beliefs, and attitudes, and that’s it. Understanding behavior, emotions, and the whole sub-context that makes people tick is difficult to do in this format.

Instead, researchers rely on ethnography, which can be slow and expensive. We believe many of the emerging techniques (e.g. brain scans and biofeedback) are invasive and lack a human touch. We© is a modern revamp of the focus group. We groups work by building trust, which breaks down barriers.

We© maintains the speed and convenience of focus groups with impactful modifications allowing us to understand people in a deeper and more meaningful way.


  • No authority figure: a host and not a moderator
  • To build trust, relationship with host established in advance
  • Specially-trained facilitator
  • Personal touches with participants


  • These are guests, not respondents
  • Hosts and not moderators
  • You’re invited to a group not recruited
  • Participants receive a gift not an incentive


  • Show & tell exercises
  • Picture books & Artifacts
  • Group video/pictures
  • Video selfies
  • Photography & Audio


  • Relaxation & trust-building activities to break down barriers
  • Lots of movement
  • Participants ask each other questions picked from a bowl
  • Option for group to stay connected for continual learning


  • Participants are prepared in advance
  • Specially-designed tools to help convey feelings
  • Expert laddering to understand higher-order motivations


  • Extra screening to select those who index high on Storytelling or Extroversion


  • Customized for the audience
  • Conducive to conversations
  • No one-way mirror
Contact Kip today!

Want to improve your qualitative research & innovation results?

Learn more about how We© groups and a more human approach can help you.

``We were exploring needs for HVAC filters. Not the most exciting topic. I tried StandPoint because I wanted these groups to be more creative. I was blown away. The participants put their heart and soul into a homework assignment. They took photos. We learned what motivates people to keep their homes clean, their concerns about air quality, and what goes through their mind when shopping. I had thought about ethnography, but these discussion groups exceeded my expectations. ``

Testimonial Insights Manager
Insights Manager
Fortune 100 Company

“It worked like magic. As soon as they realized we were all equals and we were really here to listen and understand, they opened up and explained what really bothered them day-to-day.”

Testimonial Innovation Manager
Innovation Manager
Fortune 500 Company