Focus group

A focus group is a gathering of deliberately selected people who participate in a planned discussion intended to elicit consumer perceptions about a particular topic or area of interest.
They are flexible by design, capitalize on the ability of decision-makers to talk to their customers and their knowledge of their brands, products, or services.
They are flexible by design, capitalize on the ability of decision-makers to talk to their customers and their knowledge of their brands, products, or services.
Focus group participants are recruited based on their purchase history, demographics, psycho graphics, or behavior and typically do not know each other. To ensure that the maximum number of different ideas or reactions have been captured from participants.
Types of Focus Groups.
Mini focus groups.
Fewer participants are used, bringing the number down from 6-12 to four or five consumers.
Online focus groups.
Consumers log into a website using video chat and participate remotely. people
Two-way focus group.
Focus groups are often conducted behind one-way glass, where researchers can take note of what’s going on. In these types of groups, the whole group watches another and comments on what they observe and hear.
Dual moderator focus group.
Instead of one moderator in the room, there are two – one to facilitate the discussion and the other to take notes.
Client participant focus group.
When a representative of the company or product being studied watching or participates in the discussion.
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