Focus Groups
The focus group is a qualitative marketing research technique that typically consists of a small group of carefully selected people that creates a free, spontaneous environment where rich, distinctive insights can be obtained. Focus groups can be used to conduct in-depth explorations of new products, core messages, marketing campaigns, company and product images, brand concepts, hypothetical solutions, innovations, and much more for both consumers and B2B audiences. Carefully crafted discussion guides used in W5 focus groups help provide an in-depth exploration of the why, as well as the who, what, when, and where.
This popular qualitative method is ideal for identifying unmet needs, attitudes, perceptions, and behaviors, but also allows for the exploration of factors that influence differences. These in-depth discussions, led by professional moderators, are ideally suited for gaining robust insights into participants' thoughts, desires, and past experiences.