Focus group interviews are a primary data collection method (often used in research studies) in which a small number of people (usually six to 10 people) are invited to meet for a few hours with a trained moderator (interviewer). The group talks freely about a product, service, or organization.
The moderator aims to focus the group’s discussions on important marketing issues, stimulating in-depth, qualitative discussion and revealing the emotional and unconscious motivations of consumers. This method is excellent for generating ideas and insights, but the results are not statistically representative of the entire population.
