RESEARCH METHOD
43 Focus Groups
The dynamic created by a small group of well-chosen people, when guided by a skilled moderator, can provide deep insight into themes, patterns, and trends.1
Focus groups are a qualitative method often used by market researchers to gauge the opinions, feelings, and attitudes from a group of carefully recruited participants about a product, service, marketing campaign, or a brand.
The power of focus groups lies in the group dynamic that it creates. When properly recruited, and under the guidance of an experienced moderator, participants can quickly accept one another as peers. In a peer setting (where the fear of ...
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