What is a "Focus Group" and why would you use one?
Focus groups are small routs of people who meet with a trained moderator to tap about a product, service or organization.
Participants normally are paid a small sum for attending and the moderator encourages free and easy discussion hoping that the group interactions will bring out deeper feelings and thoughts. Researchers and marketers watch the group discussion from behind a one-way mirror and video record sessions for later study.
This type of study has become one of the main research tools for gaining fresh insights into consumer thoughts and feelings. Researchers not only hear about thoughts /consumer ideas/opinions, but they can also observe facial expressions, body movements, group interplay and conversational flows.
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Principles of Marketing
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