A focus group is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members. During this process, the researcher either takes notes or records the vital points he or she is getting from the group.
The Purpose of Focus Groups
- To generate ideas that can then be tested on the population in a subsequent poll.
- To explore in detail the nuances of, and rationale for, respondents‟ answers in a previous poll.
- To test people’s reactions to your project or campaign’s media and direct mail pieces.