Focus groups are effective in eliciting data on the cultural norms of a group and in generating wide-ranging impressions of issues of concern to the cultural groups or subgroups represented. This method allows us to get the insights, opinions, perspectives and real-time experiences of the people involved. PERCENT has a well-trained team that is specialized in conducting focus groups all over Yemen. PERCENT has conducted dozens of focus groups since 2012 for many clients and on various issues and diverse social backgrounds. PERCENT abide by the latest internationally recognized standers in conducting the focus groups.