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Minigroup Definition

A focus group that contains between four to six participants. More than six is normally considered a full group, and fewer than four is a triad or a dyad.

In market research, a mini group is a small focus group typically consisting of three to four participants, selected to provide detailed feedback on a specific topic, product or service. Like traditional focus groups but smaller, mini groups allow for a more intimate discussion where each participant can provide in-depth insights.

Who relies on a mini group in market research? 

Product developers, marketers, brand managers and market researchers rely on mini groups to gather detailed and focused qualitative feedback. This method is especially useful for companies needing concentrated insights on niche markets or specialized topics.

What are key aspects of a mini group in market research?  

Key aspects include:

• Small group size: Typically includes only three or four participants, allowing each person more time to share.
• In-depth discussion: Encourages participants to explore their thoughts and feelings in detail.
• Targeted insights: Focuses on specific questions or topics to provide rich, relevant feedback.
• Efficient moderation: Easier to manage and direct discussions than in larger groups.
• Cost-effectiveness: Often more affordable and quicker to organize than larger focus groups.

Why is a mini group important in market research? 

Mini groups are important because they enable researchers to gather highly focused and detailed feedback in a cost-effective way. The smaller group setting fosters open discussion and makes it easier to capture individual opinions and nuanced insights, which is valuable for refining ideas, testing concepts and understanding consumer perceptions on a deeper level.

How do market researchers use a mini group?

Market researchers use mini groups to gain deep, qualitative insights on specific topics or product concepts. They analyze the feedback to uncover detailed consumer perceptions, preferences and potential issues. These insights help guide product development, messaging strategies and further research initiatives, ensuring alignment with target audience needs and expectations.