Focus groups are professionally moderated and highly interactive group discussions with people who have certain characteristics of interest to the client.
This methodology is most commonly used for the following:
- To explore questions of “how?” and “why?” to help develop, assess or position new products or services.
- To increase understanding of consumer needs and wants in an identified business or product category.
- To gauge reactions to advertising concepts, promotional ideas or price structures.
- To identify issues and language that can be used to optimize the development of a subsequent quantitative survey.