Research Topics:

Focus Group-Online | Focus Groups | Qualitative Research

Content Type:

Glossary

Exploratory Focus Groups Definition

Focus groups that aid in the precise definition of the problem, in pilot testing or in generating hypotheses for testing or concepts for further research.

Exploratory focus groups help define a problem, as well as generate a hypothesis or concept that would be examined or tested during further research. This qualitative research method involves a small group of participants sharing their opinions, attitudes and experiences in open discussions related to a particular product, service or topic. The goal is to uncover insights not typically available through quantitative surveys alone, such as hidden pain points, unmet needs and emerging trends. The information gained could lead to product improvements, enhancements in strategies and improved customer experiences.

Who relies on exploratory focus groups?

Businesses in a variety of fields – consumer goods, technology, health care, to name a few – as well as product developers, marketing professionals and researchers, commission exploratory focus groups for insights into customer preferences and product concepts and enhancements in marketing strategies.

Why should I care about exploratory focus groups?

Exploratory focus groups provide insights into consumer behaviors, preferences and perceptions. They often answer the question “why” in customer actions. Marketing professionals use insights collected during this process to make choices that resonate with target audiences.