Focus groups
Week in, week out, our researchers speak directly with people across
the UK to explore how they talk about politics, society, and the big
issues facing the country.
About Our Focus Groups
Focus groups are at the heart of what we do.
They allow us to listen — in people’s own words — to how they experience life in Britain today.
While polling tells us what people think, focus groups reveal why they think it. These conversations provide nuance, empathy, and depth that numbers alone can’t capture.
Our research is used by politicians, policymakers, journalists, and campaigners who want to stay grounded in the views of real people. That’s why we conduct as many focus groups as possible — every week, across the country.
How we recruit participants
We work with independent recruiters nationwide to ensure our groups represent real communities. Each participant completes a screening process before being invited.
Participants are not chosen because they’re politically engaged — unless a group is specifically designed for that purpose. They’re compensated for their time, which helps us include a wide range of voices, not just those most eager to speak.
Who joins a More in Common focus group?
Most of our groups include 6–9 participants. Each session is shaped around the question we’re exploring.
We often recruit:
- Participants from one of our British Seven Segments
- Specific voter types (past or future vote)
- Residents from a single geographic area to capture local identity
Unless a demographic is the focus, we reflect the diversity of the local population — balancing age, gender, and socio-economic background.
What we explore
Our focus groups cover a wide range of social and political themes. Recent topics include:
Diversity, Equity and Inclusion (DEI)
Climate and environmental issues
Migration and belonging
Local democracy and participation
Party politics and leadership perceptions
Each session is led by one of our experienced moderators, who foster open discussion while avoiding groupthink — keeping the conversation natural, respectful, and revealing.
Flexible formats to meet participants where they are
We run a blend of:
In-Person Sessions
Usually in community or event spaces around the UK
Online Groups
Via Zoom for nationwide reach
This flexibility helps us connect with participants in their own environments while maintaining high-quality data and discussion dynamics.
Focus groups aren’t polls — they go deeper
We do not use focus groups to predict elections. That’s the role of polling, which provides quantitative snapshots of voter intention.
Instead, our focus groups reveal:
- What’s shaping those voting decisions
- How people interpret leaders and policies
- The narratives that connect — or divide — the public
We speak not only to undecided voters, but also to switchers and loyal voters, ensuring a full view of the electorate.
Our focus group insights in the media
Our findings have featured in:
BBC’s “Sunday with Laura Kuenssberg”
The News Agents Podcast
The Guardian
Work with us.
Focus groups can help organisations to test campaigns, develop a deeper understanding of what is driving public opinion.
Email us:
polling@moreincommon.com
