Research Topics:

Focus Group-Online | Focus Groups | Qualitative Research

Content Type:

Glossary

Focus Group Definition

A qualitative market research technique in which a group of participants (approx. 10) of common demographics, attitudes or purchase patterns are led through a discussion of a particular topic by a trained moderator.

A focus group is a qualitative research method in market research in which a group of individuals, typically six to 10 people, of common demographics, attitudes or purchase patterns are brought together to engage in a guided discussion about a particular product, service, concept or topic. Discussions typically are led by a trained moderator. This method seeks to gather the in-depth insights, opinions, perceptions and attitudes of participants through open-ended discussions. Focus groups offer several key benefits. For starters, they allow researchers to observe participant body language, tone and facial expressions, all of which provide nuanced insights beyond just words. What’s more, discussions often spark new ideas. Focus groups, however, are not perfect. There is potential for bias from dominant participants. And it’s challenging to generalize findings from the group into larger populations. That said, focus groups can be a vital cog in research because it can provide an understanding of consumer perspectives.

Who relies on focus groups?

Organizations and companies of all kinds, as well as marketing professionals, use focus groups to better understand consumer preferences, opinions and behavior. Focus groups provide insights that enhance product development, marketing strategies and existing product and service offerings.

Why should I care about focus groups?

Focus groups can offer insights that quantitative data might not capture. Insights available through these discussion opportunities can explain the “why" behind consumer behavior, uncover unmet needs, identify pain points and refine market strategies to better resonate with target audiences.