Panel surveys vs. focus group – what’s the difference?

A panel survey involves repeatedly collecting data from the same group of individuals over a period of time. Participants register to join a panel, answer demographic questions and then receive periodic surveys. Because the panelists are profiled, researchers can target specific demographics and track changes in opinions or behaviour. Panel surveys are useful for studying trends, monitoring brand perception and measuring the impact of campaigns. Response data is quantitative, and participation is typically asynchronous—the respondents complete surveys on their own schedule.

A focus group, by contrast, is a small, moderated discussion. Six to twelve participants meet (in person or online) to talk about a product, service or concept. A facilitator asks open‑ended questions and encourages conversation. Focus groups produce qualitative insights—stories, emotions and ideas—that quantitative surveys cannot. They allow researchers to probe deeper, observe body language and uncover unexpected topics. The trade‑off is that results are anecdotal and not statistically representative.

Both methods have value, and many organisations use them together. Panel surveys provide numbers; focus groups provide context. If you’re deciding between them, consider your goals: Are you measuring how many people prefer option A vs B, or do you want to understand why they feel that way? For more on basic survey types, read Questionnaire vs. survey – are they the same? and our blog Questions to help you learn about people.