Focus Group
Definition
A demographically diverse group of people assembled to participate in a guided discussion about a particular product before it is launched.
Deep Dive
A focus group is a qualitative market research method that brings together a demographically diverse group of people to participate in a guided discussion about a particular product, service, concept, or marketing campaign. Typically consisting of 6-10 participants, these sessions are facilitated by a trained moderator who uses a pre-defined set of questions and prompts to elicit insights, opinions, and perceptions in a natural, conversational setting. The primary goal is to gather in-depth qualitative data that quantitative surveys might miss, exploring attitudes, beliefs, and emotional responses before a product is launched or a strategy is widely implemented.
Examples & Use Cases
- 1A software company gathers users to discuss their reactions to a new user interface design
- 2A consumer brand assembles parents to evaluate potential packaging designs for a children's snack
- 3A political campaign holds a session to gauge public reaction to a proposed policy initiative.