Focus groups are a qualitative research tool where 6-10 people discuss a product or marketing strategy, led by a trained moderator aiming for diverse opinions.
Moderators develop a structured discussion using 10-12 prepared questions, ensuring that all participants can contribute their thoughts and insights during the session.
Participants are carefully selected based on their behaviors and demographics while remaining unknown to each other, fostering candid feedback and varied perspectives.
Originating in WWII as focused interviews to assess radio programming, focus groups have evolved significantly to understand consumer perceptions more comprehensively.
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