A focus group is a carefully selected small gathering, typically consisting of six to twelve individuals who share common characteristics relevant to the topic at hand. These participants are brought together under the guidance of a skilled moderator to engage in an open, facilitated discussion. The purpose is to explore their opinions, attitudes, perceptions, and feelings about a clearly defined subject, such as a product, service, concept, or idea.
Organizations, especially companies and marketers, commonly use focus groups as a qualitative research tool to gain deeper insights into how potential customers might react to new offerings or changes. This format allows for dynamic interaction, where participants can build on each other’s responses, revealing nuanced feedback that surveys or one-on-one interviews might miss.
However, the effectiveness of focus groups is often limited by their inherent design. Since the participants share similar traits, the group may not accurately represent the broader, more diverse market. This homogeneity can lead to a narrow perspective, skewing results and potentially overlooking critical opinions from other market segments. Consequently, while focus groups can provide valuable directional insights, their findings should be complemented with other research methods to form a more comprehensive understanding of consumer behavior and market trends.