But there are alternatives to structured focus groups! Startups can have conversations – plenty of them – with as many people as possible. You can have conversations in person, through platforms and social networks (Facebook and Instagram) and by phone and chat. The idea is to collect as much information as possible from different sources. After a while, you will see trends and you will start to see saturation — several people who have something in common saying the same things. When you get to this point, you are on to something!