Trusted by world-class organizations
Innerview — fast insights, stop rewatching interviews
Start for freeGlossaries
Focus Group
What is a Focus Group in Market Research?
A focus group is a qualitative market research method where a small group of people discuss a product, service, or concept guided by a moderator. It helps businesses gather detailed opinions, feelings, and attitudes from participants to understand customer preferences and improve offerings.
Synonyms: group interview, market research group, consumer focus group, qualitative research group
Why Focus Groups are Important
Focus groups provide in-depth insights that surveys or quantitative methods might miss. They reveal the reasons behind customer behaviors and preferences, helping businesses make informed decisions.
How Focus Groups are Used in Market Research
A moderator leads a discussion with 6-12 participants who represent the target market. The group talks about their experiences, opinions, and reactions to a product or idea, allowing researchers to explore emotions and motivations.
Examples of Focus Group Applications
- Testing new product concepts before launch
- Gathering feedback on advertising campaigns
- Understanding customer reactions to packaging or branding
- Exploring attitudes toward pricing or features
Frequently Asked Questions
- What is the typical size of a focus group? Usually 6 to 12 participants.
- How long does a focus group session last? Typically 1 to 2 hours.
- Who moderates a focus group? A trained moderator guides the discussion.
- Are focus groups recorded? Yes, sessions are often recorded for analysis.