What is a focus group? | B2B International

When focus groups are used as the sole source of data, the objectives will be explorative and diagnostic – what is the problem, how can we solve it, and how will the market react? When it is important to also get a fix on the number of people that think or behave one way or the other, a multi method design will be required with a quantitative stage to follow.

Group discussions are especially useful for researching new products, testing new concepts or determining “what would happen if?” They work because delegates can digest the points raised by other members and, as they consider the implications of issues raised, further ideas may be sparked off which would remain untapped in a personal interview.