Focus Groups
- Focus groups are in-depth questioning of a small number of consumers in groups ranging in size from 4 to 10, although we have actually done much larger groups in special situations.
- Focus groups can be used to generate a deeper understanding of the reasons behind attitudes and behavior as they relate to a topic. They can also be used to stimulate thinking in the new product development process.
- Like all qualitative research techniques, focus groups should not be used to make major decisions. Major decisions regarding new products, marketing tactics, or strategies, pricing, advertising, etc., should be done via quantitative methodologies.
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