Focus groups

A focus group is a semi-structured group discussion facilitated by a group moderator. Focus groups provide in-depth insight and understanding about motivations and perceptions regarding predetermined issues. Focus groups are helpful for generating, evaluating, and defining ideas, products, services, packaging and positioning.

Focus Groups typically run for 1½ to 2 hours and comprise 6-8 participants drawn from the target group. Focus groups are outstanding for brainstorming and creative thinking; they allow researchers to draw on participants' knowledge of themselves and of others.