Another important technique designed to assist in the formulation of creative strategy and execution is Discovery Groups®. In this process, participants are assembled for pairs of focus group discussions separated by several days or weeks during which they complete an assignment. Most often, the assignment includes completing specific tasks and a workbook containing open-ended questions. The goal is to engage participants and their friends in activities that elicit attitudes, images, and creative thinking related to the research topic. Of particular importance is the discovery of lifestyle elements that appeal to the target audience.

Like Benefit TestingSM, Discovery Groups® offer invaluable insight into the attitudes and behavior of participants. Clients and advertising agency staff view the groups from behind one-way mirrors, which has an immediate and dynamic impact. There is no substitute for watching and hearing a target audience discuss their experience with and best thinking about your product, service, or marketing communications. In addition, participants' completed assignments provide a wealth of creative input – personal glimpses into their lifestyles, interests, attitudes, self-images, aspirations, likes and dislikes, role models, etcetera. This information becomes invaluable input for refinement of a marketing strategy and the development of creative concepts.