Also known as “group interviews”, focus group research gathers a small but demographically similar group of people, to study their perceptions, opinions, beliefs, attitudes and reactions. This qualitative research method collects data, through interactive and directed discussions, facilitated by a skilled moderator. Focus groups are a staple of market research, and it is frequently used by marketers to learn about and test an idea, concept advertisement, product, packaging or service.
Focus groups make use of group interaction to explore and clarify the beliefs, opinions and views of focus group participants. This interactivity allows researchers to gain data and insights from multiple members simultaneously, making it a far more cost effective method for qualitative market research than one-on-one in-depth interviews.