What does “focus groups” mean?

A focus group is a qualitative research method used by businesses, marketers, and researchers to gather feedback and insights from a small, diverse group of people. These participants are asked to discuss their opinions, perceptions, and experiences about a particular product, service, or concept in a controlled environment.

The goal is to understand consumer attitudes, preferences, and behaviors in a more in-depth manner than through surveys or other quantitative research methods.

Focus groups help businesses make more informed decisions about product development, marketing strategies, and customer satisfaction.

Example

“Before launching the new app, we conducted focus groups to gather feedback on its user interface and features.”

What are ways to use “focus groups” in business or marketing?

Focus groups are used to gather qualitative data that can be used to refine product concepts, marketing campaigns, or customer service strategies. By observing group dynamics and discussions, businesses can uncover issues or ideas that might not be evident through other forms of research.

For example, focus groups might be used to test a new ad campaign or to gauge reactions to a prototype. The feedback helps businesses understand their target audience more clearly and make adjustments accordingly.

Pro Tip

When conducting focus groups, it’s crucial to have a diverse group of participants to ensure the feedback reflects a broad range of perspectives. Also, use a skilled moderator to keep the discussion focused and productive.