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Key Business Analytics by Bernard Marr

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21

Focus groups

What is it?

A focus group is a form of qualitative research where a group of specially selected or randomly selected individuals come together to discuss a specific topic. Participants are usually recruited based on their demographics, psychographics, buying attitudes, or past buying behaviour.

The facilitator of the group is known as the moderator and he or she will ask questions and participants will answer the questions and/or discuss the issue with the other members while the moderator listens, makes notes and asks additional more probing questions.

There are several types of focus group:

  • Two-way focus group – where one focus group watches another and discusses what they observe. This can be particularly useful if the topic ...

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