Focus Groups

Part of market research in which the preferences, motivations, and buying behavior of the targeted population.A focus group is a small-group discussion guided by a trained leader. It is used to learn more about opinions on a designated topic or product, and then to guide future action. The group has a specific discussion topic. Members are actively encouraged to express their own opinions, and also respond to other members, as well as to questions posed by the leader. They help people learn more about group or community opinions and needs.