Definition of Focus Group
A moderated discussion with a small group of people to gather opinions and insights about a product, service, or concept.
Explanation of Focus Group
A focus group is a qualitative research method that involves gathering a small group of people to discuss a specific topic, product, or service. The group is typically composed of participants who share common characteristics, such as demographics or behaviors relevant to the research objective. A moderator leads the discussion, asking open-ended questions and encouraging participants to share their thoughts, opinions, and experiences. The purpose of a focus group is to gain in-depth insights into consumer attitudes, perceptions, and motivations. This method allows researchers to explore complex issues, understand the reasons behind certain behaviors, and identify potential areas for improvement. The information gathered from focus groups can inform product development, marketing strategies, and communication efforts. Conducting a successful focus group requires careful planning, skilled moderation, and thoughtful analysis of the discussions. By capturing rich, qualitative data, focus groups provide valuable insights that can help businesses make more informed decisions and better meet the needs of their target audience.